HID Global and Tamoco Report Successful and Secure NFC Mobile Promotion at Tribeca Film Festival

  • May 06, 2014

HID Global andTamoco announced the successful use of HID Trusted Tag Services in the world’s first out-of-home (OOH) promotional campaign for Tribeca Film Festival 2014. Over the course of the four-day promotion, film fans seeking free passes “tapped” promotional posters 8,195 times with 1,156 unique mobile devices.

HID Trusted Tag Services combines the company’s secure authentication services and tags with HID Global’s patented technology that can be attached to or embedded into any object. Tamoco embedded trusted tags into promotional posters on display at retail outlets participating in the Film for AllFriday campaign. Fans who visited these locations between April 14-17, received free tickets simply by tapping the posters with an NFC-enabled smartphone or tablet.

Unlike QR codes or traditional NFC tags, the data read from trusted tags includes security attributes that change on every tap, making any attempt to share, clone or manipulate easily detectable. These features give Tamoco the ability to verify “proof of presence,” a new capability for OOH campaigns.

“The Tribeca Film Festival was the ideal canvas against which to showcase the flexibility of our NFC-enhanced marketing solutions,” said Sam Amrani, executive chairman and founder of Tamoco, which facilitates and streamlines communication between consumers and brands with mobile proximity software. “The use of trusted tags lets us deliver an interaction that is secure, yet effortless for the end user, making HID Trusted Tag Services the ideal vehicle to help us create a connection between the festival and film-loving consumers.”

Founded by Robert De Niro, Jane Rosenthal and Craig Hatkoff to spur the economic and cultural revitalization of the lower Manhattan district following the 9/11 World Trade Center attacks, the Tribeca Film Festivalenables the international film community and general public to experience the power of cinema and promote New York City as a major filmmaking center. The Festival has screened more than 1,500 films from over 80 countries, attracting more than 4.5 million attendees and generating an estimated $850 million in economic activity.

“We are excited that Tamoco chose to leverage our trusted tags to help provide film lovers with access to a broad array of groundbreaking independent films,” said Marc Bielmann, vice president of Identification Technologies with HID Global. “This was a unique opportunity to demonstrate the ability of HID Trusted Tag Services to create a secure bridge between companies, consumers and cultural events.”

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