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RFID-enabled Lexus Ad Debuts in Pages of Wired Magazine
The publication's readership can access information about the carmaker's new app suite, by tapping a mobile phone against an NFC label attached to an advertisement within its April edition.
Applying and testing the tag has required considerable research and innovation on Quad/Graphics' part, Kammerait says, noting that the company carried out several months' worth of testing to determine the tags' durability before applying them to magazine pages. That included putting the tags through washing machines, as well as through a postal process similar to being shipped in a magazine. "We found the tags were really durable," he states.
The company also designed an automated system to apply the RFID labels to the printed pages, and then tested the tags by reading each one prior to shipment. Kammerait declines to provide details regarding how that was accomplished, but says "the tags did really well" during this process.
Yelp, Pandora, Bing and MovieTickets.com.
While Wired and Quad/Graphics first began planning the NFC advertisement in fall 2011, they opted not to implement the campaign until the April 2012 edition, in order to allow time for more NFC-enabled phones to be released. Although the quantity of NFC-enabled phones used within the United States is still small, Kammerait estimates that the percentage of mobile-phone users equipped with NFC-enabled handsets is slightly higher among Wired's readership, and is growing. Approximately five percent of the magazine's readers currently have NFC functionality on their phones, he says.
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