Exclusive remixes from NFC-enabled posters

Sony Mobile is deploying a nationwide NFC-enabled OOH campaign in shopping malls and on roadside, as part of the launch marketing activity for the Sony Xperia T phone. Consumers are able to download a specially-mixed music track from music producer Benga from the sites via their smartphone.  The campaign was planned and booked by Posterscope and PHD with JCDecaux.  The mall sites also feature directional sound speakers which give a personal preview of the Benga track to the individual in front of the advertising site.