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Orange to launch pioneering NFC reward promotion

Mobile network operator, Orange UK, is to launch a ground-breaking retail rewards campaign which makes use of near field communication (NFC) technology.

The campaign, launched in conjunction with the EAT restaurant chain, offers an opportunity for smartphone users to win a ‘treat’ from EAT simply by tapping their mobile on a promotional tag.

In order to participate, the user must first download a ‘Quick Tap Treats App’, which will be available from early March via an SMS text sent to all NFC-enabled Orange customers.

Customers will also be able to access the app from app stores run by Orange World, Blackberry, Android and Nokia’s OVI.

Once the app is downloaded, users will then be able to tap their handsets onto special promotional posters displayed in participating EAT restaurants; whereupon they will receive details on how to win a treat voucher.

Winning treats will include a free ham and cheese baguette; a free small coffee; and a free breakfast bacon upgrade (from ‘small’ to ‘big’).

Orange claims that initially around 200,000 mobile users will be able to participate in the promotion, but that this is likely to increase as more NFC-enabled handsets become available.

Pippa Dunn, the company’s chief marketing officer said the innovative promotion was a natural extension of applications the company had already spearheaded using NFC technology:

‘Last year we started a whole new movement in the way consumers make payments on the high street, and with Quick Tap Treats, we’re continuing this with a new and innovative way for our customers to receive rewards for their loyalty’.

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