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Scooped by Tina Stock onto transmedia marketing in the physical world |
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Ads with Near Field Communication (NFC) interactivity work best when they have a strong call to action and offer dynamic content, according to a large-scale trial in Reading by 13 brands including Magnum and Mercedes.
(TDS - seems like a big "duh!" moment - but I guess we have to keep proving that there is no easy, silver-bulleted, no-brainer marketing activity that allows companies to throw out some crappy ads and expect consumer engagement. The consumer deserves and demands more.
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Joe Berkowitz: "It took DreamWorks years of work and countless decisions to translate “How to Train Your Dragon” into a live experience. The result is an achievement not just in pyrotechnics, but in collaboration and brand extension" ... Via The Digital Rocking Chair Delete the scoop?
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