CONTEXT: NFC ads provide relevant content — here, recipes appropriate to the temperature

Meat & Livestock Australia (MLA) has run an NFC-enabled outdoor advertising campaign in three cities, providing shoppers with different recipes depending on how warm the weather is.

"Depending on the temperature at the location of the Adshel panel, the user was presented with recipe suggestions that best suited the location's temperature," platform provider Tapit's Andrew Davis told NFC World.

In hot weather, recipes for meals like beef salads were provided, Davis explained, while in colder weather the recipes changed to feature items like beef stew. 250 Adshel panels in Sydney, Melbourne and Brisbane were used during the two week campaign.