Proxama has partnered with Experience Worldwide to provide the NFC platform for a UK-wide field promotion of the new BlackBerry Z10. BlackBerry has launched a campaign that will tour 14 shopping centres throughout the UK, which started in London and Cardiff last week.

BlackBerry device owners will be invited to test out the NFC feature of the new Z10 by tapping an NFC-enabled poster to claim a reward. This is managed by Proxama’s TapPoint NFC marketing platform and will enable Experience Worldwide to track ‘real-time’ analytics for the duration of the campaign, such as the number and location of taps, comparable data over any 24-hour period and the distribution of rewards.

Miles Quitmann, managing director, Proxama says: “It’s fantastic that BlackBerry is getting behind NFC as a core feature of the new generation of smartphones. We believe that the mobile industry needs to make a concerted effort to educate consumers to the benefits of NFC and what it can do to improve people’s everyday lives, so the commitment from BlackBerry is really welcome. Consumer engagement is a vital cog in the development of NFC and campaigns such as this one will help build the public’s awareness and understanding of it.”

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