Tapping into the news

Sydney’s Daily Telegraph has launched a world-first initiative to bring the news directly to readers on buses with the help of smartphones and media communications company UM.

The new campaign uses near field communications [NFC] technology designed by Australian company Tapit. Near field communications works by “tapping” a smartphone on an advertisement – in this case on the back of a bus seat – with a microchip embedded under its surface.

DT Tapit executionThis motion will then take the reader to a predefined URL, in this instance a page on the Daily Telegraph website.

For readers who cannot utilise NFC technology, there are also QR codes on the advertisements, which people can scan for the same effect.

UM communications director Johan Hargreaves said the initiative was something not before seen.

“It’s new to the market, and in terms of NFC on buses, it’s a world first,” Mr Hargreaves said.

“No one’s really done it before and it’s something we’re trialling in western Sydney.”

The Daily Telegraph editor Paul Whittaker said the initiative was taking the hassle out of getting people to read the news.

“There is no more exciting region in Australia than western Sydney and no place that we at the Telegraph care about more passionately,” he said.

“This new technology is a perfect example of our commitment to bring news, sport and information direct into our readers’ lives, where they want it and when they want it.”

The trial is expected to run until the end of the year, with further developments planned for next year, Mr Hargreaves said.

Mr Hargreaves said the next step was to develop a specific mobile platform for the NFC system. Currently the link behind the URL changes daily, depending on the story.

“The product is evolving over the coming weeks,” Mr Hargreaves said.

“It should be a great user experience.”

Leave a comment