News Corp newspaper The Daily Telegraph is promoting its content using NFC and QR posters placed on the rear of the seats of more than 80 buses in Western Sydney, Australia, enabling commuters to download selected content from the newspaper's website.

News Corp Australia is using NFC marketing specialist Tapit's platform to allow content to be changed during the campaign, based on factors such as the time of day. Breaking news can be offered in the morning, for instance, and recipe ideas in the late afternoon as people plan their evening meal.

The twelve week campaign is being run in partnership with mobile solutions company Mnet, media agency UM and transportation operator Transit Systems.