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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.
By Claire Swedberg
Wired and Lexus both have access to TeamOne data regarding the number of times that the NFC-enabled phones have accessed the Lexus URL. Hammond says he does not yet have specific figures indicating users' response to the tags. "But all feedback, to date, has been positive," he reports.

In the future, Kammerait says, NFC-enabled advertisement could be used not only to access URLs, but also to provide additional content, and to enable financial transactions. "The sky's the limit, as far as delivering dynamic content," he states, adding that content could also be stored on a tag itself, or a user could tap a tag with a phone in order to make a purchase. For example, an advertisement for music or movies could enable cell-phone users to instantly purchase a song or a movie, by tapping their phone against the ad and receiving the product directly on the phone.

According to Kammerait, Quad/Graphics is currently in discussions with other publishing companies and brand owners about how the technology could be further used on advertisements.

Wired is not the first publication to incorporate an RFID tag into its pages. In 2009, a newly launched French periodical called Amusement incorporated an HF RFID tag designed to automatically link consumers to the Internet, where they could then access exclusive interactive online content. The RFID-enabled magazine is a joint effort between a now-defunct French high-tech firm known as Violet and GS1 France. The publication's tag, which complied with the ISO 14443-B RFID standard, was designed to work with Violet's Mir:ror, an RFID interrogator that plugged into a computer's USB port (see RFID News Roundup: RFID-enabled Magazine Connects to the Internet).

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