FLOATING DIGITS US and UK: Wired, Marie Claire


T ying print to digital


is all the rage, and in 2012 Wired in the US and Marie Claire in the UK became the first magazines in each country to use Near Field Communications


(NFC) in their pages. (Near Field Communications enables smartphones and similar devices to establish radio communication with each other to conduct contactless transactions and data exchange between the devices simply by touching them together or just bringing them into close proximity.)


In its April 2012 edition, Wired became the


first major magazine to utilise NFC. Wired selected Nellymoser, a Massachusetts- based mobile marketing and technology company, to build a mobile-activated NFC print campaign for the new 2012 Lexus GS. When readers placed their NFC-enabled phones on or near the ad, an NFC-enabled chip triggered an interactive mobile video experience, which allowed readers to play with the new Lexus digital dashboard.


In its December 2012 issue, Nuffield


Health teamed up with Marie Claire in the UK to run an NFC-enabled advertisement that enables users to upload a free two-day pass to Nuffield Health just by placing their NFC-enabled smartphone on the Nuffield Health advertisement.


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