The Westfield London shopping centre is giving shoppers the opportunity to access and download content, enter competitions and win prizes by tapping their NFC smartphones against digital pods supplied by outdoor media company CBS Outdoor UK. The pods are using NFC specialist Proxama's TapPoint platform.

By tapping their smartphones, consumers are taken to a landing page where they are able to enter a competition to win a trip to Morocco courtesy of Time Out, and also download Time Out's London mobile app to access information on gigs, events and film releases.

Shoppers can also tap to get a free digital music album courtesy of Westfield Presents Emerging Icons, play CBS Outdoor UK's brand-based brain teaser game and win prizes through the media agency's 'work.shop.play' urban community. Consumers can also download exclusive recipes from Masterchef winner Lisa Faulkner.

Additionally, Universal Music UK's media agency TED@MediaCom is promoting Rizzle Kicks' new album via the platform. Fans of the duo are able to tap to purchase the album and download an exclusive re-mixed track for the next two weeks.

"What differentiates this NFC experience is the continuity of engaging content on the CBS Outdoor UK landing page," says Jason Cotterrell, managing director at CBS Outdoor UK.

"We will always strive to provide entertaining, useful content, regardless of what campaigns we're running and partners we're working with."

"We selected Westfield London as the ideal location to showcase NFC's potential given its unique 'platform for fame' qualities including unparalleled access to the right audience, in the right environment, at the right time," Cotterrell added.

"This is essentially when consumers are relaxed, enjoying themselves and in the mindset of spending money; or looking for distraction while their friends and family spend money. Its switched-on audience would appreciate the opportunity to transact with aspirational brands there and then; with minimal effort and clicks."

A consumer education programme, designed to help consumers understand how to turn on, tap, and enjoy new experiences with their NFC enabled devices, is also to be introduced from mid-October. The programme will be delivered via posters on National Rail, the London underground and the Westfield digital pods.