Orange to launch the UK’s first mobile contactless retail reward scheme
Proxama has been in touch with Mobile Europe to let us know it is providing the NFC marketing platform that will ‘host’ the Orange campaign being run with EAT stores.
Proxama licenses its Touchpoint NFC platform to advertisers to enable them to build branded NFC marketing campaigns and to tailor branded content to be loaded onto NFC tags. This means that network operators and handset manufacturers can build their own branded campaigns exclusively for their customers, Proxama said..
Orange has launched ‘Quick Tap Treats’, the UK’s first mobile contactless retail reward scheme, in partnership with the EAT restaurant chain. Orange customers with NFC enabled handsets will be able to tap their mobile phone on NFC tags on posters at any of 110 EAT outlets to enter a game that will let them win and redeem a free “treat” each day, including:
- Quick Tap Treats
- Free Ham & Cheese Baguette
- Free Small Coffee
- Free Porridge
- Free Fruit
- Hot Drinks Upgrade (small to big)
- Free Mash & Gravy with any Pie purchase
- Breakfast Bacon upgrade (small to big)
- Soup Upgrade (small to big)
The game will also be available as a Quick Tap Treats App downloadable from Orange World, as well as BlackBerry, Android and OVI apps stores, providing improved game playing experience.
Orange said it has about 200,000 UK customers able to access the Quick Tap rewards programme from launch, with this number “set to rapidly grow as further NFC enabled handsets are ranged”.
All Orange customers with Quick Tap (NFC) handsets will receive an SMS informing them about the Quick Tap Treats rewards programme, and a marketing campaign supporting the initiative will also commence in early March.
Commenting on the announcement, Pippa Dunn, Chief Marketing Officer, Orange UK, said, “Last year we started a whole new movement in the way consumers make payments on the high street, and with Quick Tap Treats, we’re continuing this with a new and innovative way for our customers to receive rewards for their loyalty. So whether it’s a free coffee on the way into work, or a free baguette at lunchtime, you really do get more with you mobile on Orange”.