Twentieth Century Fox Film Corp. is building consumer engagement around its forthcoming ?X-Men  First Class? film via a near field communication-enabled mobile marketing campaign.

The studio partnered with Proxama to power the campaign. The NFC poster promotion is currently working to engage consumers in London.

?Mobile phones will have NFC technology integrated into them at source with many manufacturers from now on, so the opportunities to communicate directly with consumers are only going to grow,? said Rob Davies, spokesman for Proxama, London.

?For this particular campaign, because NFC phones have only just been made available it is the first opportunity to use NFC in a live campaign with consumers,? he said

Twentieth Century Fox is a major U.S. film studio. It is a subsidiary of media giant News Corp.

Proxama had developed mobile-optimized content to ensure that the overall brand experience is received by all users.

Movie experience
The X-Men campaign has been developed in partnership with outdoor media specialist Posterscope, media owner JCDecaux and wireless carrier O2.

There are a number of poster sites in central London in prominent positions that feature the NFC chip.

The NFC-enabled poster

?The posters will be in locations close to where a lot of the creative and media agencies are based so that they have the opportunity to interact with it and see how it works,? Mr. Davies said.

?Obviously we have PR?d this and will be demoing the technology at a number of trade shows,? he said.

Rich-media content
Consumers can download rich-media content by simply tapping their mobile device on a poster ? whether it is to see the movie trailer or get a coupon or voucher to redeem in-store.

?Everything from there is then measurable because it all goes through the phone to Proxama?s TagManager, so advertisers can work out their return on investment easily and refine their future campaigns,? Mr. Davies said.

?We have a lot coming up, mobile-wise,? he said. ?More of the same in terms of NFC firsts for different industries.

?Plus, there is also the development of mobile wallets to enable mobile payments.?