BlackBerry has launched an NFC-led campaign in the UK to promote its new BlackBerry Z10 mobile phone.

The mobile phone maker has teamed up with NFC specialist Proxama and experiential marketing agency Experience Worldwide to create a hands on campaign that has already begun touring across the UK.

The campaign, which will visit 14 shopping centres nationwide, features an NFC experience that allows existing BlackBerry device owners to sample the NFC element of the Z10.

Users will be able to tap the Z10 to NFC powered smart posters to claim prizes ranging from USB sticks and phone covers to BlackBerry themed shoulder bags.

Proxama managing director Miles Quitmann hopes that the campaign and BlackBerry's promotion of NFC will pave the way for other mobile phone manufacturers to embrace the technology's capabilities.

"It's fantastic that BlackBerry is getting behind NFC as a core feature of the new generation of smart phones," he said. "We believe that the mobile industry needs to make a concerted effort to educate consumers to the benefits of NFC and what it can do to improve people's everyday lives."

"Consumer engagement is a vital cog in the development of NFC and campaigns such as this one will help build the public's awareness and understanding of it," he added.