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from One-to-Many to One-to-One
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A new exhibition is on at a national art gallery on very specific dates. Special tickets must be purchased in advance by phone. The ticket price is £15.


Although a poster campaign is running across London, research has shown that even people who want to go the exhibition forget the internet URL and by the time they get home have lost interest. Furthermore, the national art gallery feel that some of the poster sites their Ad agency have selected for them are not optimal.


The national art gallery create an NFC and 2D bar code based SMS campaign. The SMS text reads “Come to view the limited edition Picasso exhibition at the gallery on the 22nd and 29th of April. Tickets cost £15. To buy a ticket call 0208 123 4567”. The NFC tags and bar codes are placed to the front of each poster beneath a distinctive sticker.


All an interested person has to do is touch the TAG location on the poster, or scan the 2D bar code and they will receive the SMS on their phone with all the required details. The SMS is of course always on their phone.
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The art gallery know that 100% of people touching their posters will have all the details that they require to book a ticket on their phone.

They can see via the TAG map report in hyperTOUCH where their posters are and which one are seeing the most traffic.

Such interest surrounds the exhibition based on the number of TAG touches that the art gallery decides to add an extra day. As a result the SMS text is updated with the new date.
A national art gallery
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