Marie Claire is to run a print ad embedded with a near-field communications (NFC) tag, which it claims is a first for a UK magazine.
Launched in partnership with Nuffield Health, readers simply place their NFC-enabled smartphone on the ad to launch a webpage offering a free two-day Nuffield Health pass.
No software is needed to launch the additional content and those without an NFC-equipped smartphone are able to text for the offer or visit the website.
The NFC technology powering the campaign was supplied by specialist marketing company Kyp, who worked with IPC’s Innovator department on the project. MediaCom planned and bought the campaign.
Declan Boyle, Advertising Director at IPC Innovator, said: “This is another great example of how magazines continue to provide innovative and effective advertising solutions.
“As the number of NFC-equipped handsets grows, this technology becomes attractive for advertisers looking for a way to bridge the offline print world with the online digital world and boost consumer engagement.”
The NFC Nuffield Health ad appears in the December issue of Marie Claire in a limited number of subscriber copies.