Fox launches mobile ads for X-Men movie

Twentieth Century Fox has launched what is thought to be the first UK near field communications (NFC) marketing campaign to support the release of the latest X-Men film.


Owners of NFC handsets will be able to tap their phones on X-Men First Class outdoor posters to access the movie trailer and its Facebook page.

The rear of each poster will have a pre-programmed NFC chip affixed.

The campaign was launched in partnership with Nokia, O2, JCDecaux, outdoor media specialist Posterscope and NFC software developer Proxama.

Last week Orange became the first network operator to launch mobile contactless payment, trumping O2 which is set to launch its own NFC payments service in the second half of this year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here