London-based start-up Tamoco has teamed up with BMW placing small chips inside a magazine allowing it to track and analyse readers’ responses using its cloud-based software platform.
This new NFC campaign can be found in the latest edition of “SPIEGEL WISSEN: Das Auto von Morgen” (“The car of tomorrow”) featuring a four page BMW i3 and i8 advert.
Tapping a smartphone once on the advert instantly downloads the BMW i app. Using Tamoco’s platform, customers interacting with the print ad are directed to the most relevant content, based on which operating system they use or how often they have tapped the ad previously.
Tamoco (http://tamo.co), which has developed both technology and the software platform it runs on, is a global leader in proximity mobile marketing – where the experience can be tailored by tracking a person’s location and interests through their phone.
The two-year old company has pioneered this technology winning plaudits for campaigns run on behalf of leading global brands. In New York, queues of people piled into the phone giant AT&T’s shops as part of a tie-up with the Tribeca Film Festival. One customer every four seconds interacted with the promotion.
In London last month, Tamoco placed NFC tags into beer mats so party-goers could order taxies home, with Uber tempting new customers through vouchers.
See an ITV clip on the Uber digital beer mats here:
Tamoco says that a key benefit of using its proximity technology in this way is giving marketers access to real-time analytics. This enables firms to understand how people interact with their campaigns while plugging in other data sources they may have access to, such as sales histories. By combining these data with information collected from Twitter, Facebook and other sources, brands can build up valuable insight on their customers.
Maximilian Birner, Tamoco’s founder and CEO said: “There’s a certain ‘cool factor’ to using digital technology which helps brands amplify their own appeal to customers. It’s a two-prongued(?) route of simplifying the way customers engage with a brand but also ensuring that you’re enhancing their experience in a relevant way. The moment you offer people content of no value, they switch off. We weren’t surprised Der Spiegel was prepared to take this bold and exciting step in supporting a NFC print campaign, as it’s perfectly suited to BMW’s brand and customer base and we believe there’s huge potential to blur the lines between print and digital advertising further.”
Sam Amrani, Tamoco’s executive chairman, added: “Ultimately the value for brands is being able to see exactly how people respond to your campaigns and ensure that, for example, you’re not offering free hamburgers to vegetarians. The value of knowing your customers is emotional and financial – the more meaningful you engage the more confidence people will have in your brand.”
The campaign was planned by Mediaplus and Plan.net, in cooperation with the Smart Media Alliance (SMA), an industry-led initiative fostering research, education and implementation of NFC technology, and managed by Tamoco’s proximity platform, which also includes support for Bluetooth beacons, WiFi, and Geo-fences.