All that teens need to do to get two free bottles of Mezzo Mix is to show the barcode on their mobile phone, which will automatically be activated via NFC. Mezzo Mix and the “Kiezfluencer” are pushing the campaign on social media and showing the teens the backlit posters of the shopkeepers in their neighbourhood with regional postings. Thus, the target group is only a few steps away from the nearest shopkeeper backlit poster.
Outcome - With the “Kiezfluencer”, Scholz & Volkmer have broken new ground but more than that, with their use of NFC backlit posters, they have taken an original marketing idea onto the streets in order to access target groups for product sampling. A positive side-effect of the “Kiezfluencer” campaign is that it supports local retailers and that is something Scholz & Volkmer, as creators of the Kiezkaufhaus (online shopping from local retailers), are very pleased with.