To illustrate the potential of NFC, Out-of-Home communications agency Posterscope, together with Nokia, O2, Proxama and JCDecaux have launched the UK’s first NFC-enabled poster campaign to promote the release of 20^th Century Fox’s forthcoming blockbuster X-Men First Class, starring James McEvoy.

Each site has a pre-programmed NFC chip affixed to the rear of the poster which enables the consumer to access the latest film trailer, produced solely for this project. By simply holding their NFC enabled handset over the poster the viewing of the trailer over a 3G connection is instant.

James Davies, Director at Hyperspace, Posterscope’s innovation and digital division said: “What is so exciting about this layer of interactivity is its simplicity and the size of the opportunity for generating scale. There are 130,000 commercially available poster sites in the UK that can be instantly enabled. For the client the cost of each NFC chip is extremely low and the consumer receives instant fulfilment. The potential application of this technology is immense.”

Rupert Englander, Head of Services Marketing, Nokia UK said: “NFC will bring exciting opportunities for consumers and business in 2011, and we’re delighted to be at the forefront of this interactive revolution. Bridging the gap between the online and real worlds, NFC will transform the way that you engage with your mobile and the things around you.”