Paramount Taps NFC in Collaboration with Blue Bite and Joule for Launch of Star Trek Movie

Blue Bite, the Mobile Standard in Out-of-Home, announced the launch of a mobile campaign in partnership with tenthavenue mobile marketing agency Joule, and Paramount Pictures, for the recently released Star Trek Into Darkness motion picture.  The multi-media campaign, which launched earlier this month across large format Clear Channel Outdoor and JCDecaux airport displays, drives consumers to exclusive content that they can view or download to their mobile phones.
The team at Paramount Pictures created eye-catching, colorful art featuring Kirk, the main character of the Star Trek film, holding a phone-like communicator in his hand.  The creative invites users in any one of four major U.S. airports to take "The Future Into Their Hands" by tapping Kirk's communicator, to unlock exclusive video content. Powered by Blue Bite's proprietary mTAG® platform, the campaign enables consumers with NFC-enabled smartphones and tablets to simply tap their device on the airport displays to seamlessly gain access to the mobile media without having to download any external applications.
Blue Bite also worked with Joule to create the custom mobile experience which enhanced the outdoor campaign, rather than simply repurposing the same assets, further approaching true channel convergence.  The coupling of mobile interaction, especially NFC, with out-of-home media, provides an effective, natural way for Paramount Pictures to connect with its Star Trek fans.  The addition of this interactive component to the out-of-home environment showcases the ability of the mobile phone to enhance the messaging beyond awareness and introduces an exciting and simple element of engagement.