Fashion magazine Vogue has become the first brand to make use of interactive NFC screens installed in New York taxi cabs by Creative Mobile Technologies.

The three week campaign ran in August 2013 and enabled taxi passengers to view a short video and then tap the screen with their NFC phone to access exclusive mobile content, share the video with others via social media and subscribe to the magazine's digital edition.

The system, which uses Blue Bite's mTag platform, is expected to be used next by a major automotive brand to promote its newest model and is set to be expanded to taxis in Boston, Chicago, San Francisco, Philadelphia, Anaheim and other US cities.

"Blue Bite's system will enhance CMT's menu of offerings for clients to reach consumers in the digital out-of-home space," says Jason Poliner, COO and vice chairman at CMT. "This includes CMT's geo‐targeting capabilities; full motion video and audio; and ABC network's exclusive taxi content and advertising."

"We are very encouraged by the results and feedback and look forward to seeing similar campaigns spread across the streets of New York City and the country," adds Blue Bite CEO and co-founder Mikhail Damiani.