Proximity marketing technology goes live in Game stores

Video game developer Ubisoft is promoting its recently released Watch Dogs game on the high street, using proximity marketing and near-field communication (NFC) technology.

Selected Game stores in the UK are hosting NFC and QR codes for a six-week campaign, where customers can tap their smartphones to engage with the game and potentially win prizes. Gamers are being incentivised to "tap-in" and interact with the brand with a trip to Chicago in the pipeline for one successful participant.

Promoted in-store using point-of-sale promotional material, the solution will use Proxama's TapPoint solution as the underlying platform, which also has the capacity to provide Ubisoft with data about the campaign's success.

Dan Archbold, UK & export channel marketing executive at Ubisoft, commented: "We always strive to create a new level of buzz around the launch of every game, and with something as hotly anticipated as Watch Dogs, we needed to think creatively as to what would be the most relevant way to interact and engage with our gamers.

"Partnering with Proxama to bring this competition to life has given the digital element of this launch a new dimension and will help us learn more about how we can improve our brand engagement strategy in the future."

Miles Quitmann, chief commercial officer at Proxama, added: "With an audience as tech-savvy as Ubisoft's customers, traditional marketing techniques are just not as effective, particularly as the dependency on smartphone devices to interact with the outside world grows.

"To really capture the imagination of today's connected consumer, brands need to tap into ways that fall in line with their everyday lives. This campaign blends mobile with new digital marketing techniques, as well as gaming, and will in turn help stores implement ways to attract customers to the shop floor."

Proxama recently introduced NFC points in selected Argos stores across the UK, allowing shoppers to use their NFC-enabled smartphones in-store to download information about the retailer's product range and download the Argos transactional mobile app.

The trial involved 40 Argos stores, including the digital store in London's Old Street, and it was introduced to cater for consumers' growing desire to use technology in the in-store shopping process. NFC tags were also placed on Argos staff lanyards, as an incentive for customers to spark up communication with the retailer's workforce.

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