Learn how to create a high conversion call to action that inspires consumers to interact with your smart products equipped with NFC tags or QR codes.
February 25, 2020
When products are embedded with NFC tags or QR codes that activate contextual, digital experiences, a new marketing channel is created that connects brands with consumers like never before. However, that new channel is wasted if consumers don’t know where or how to scan the NFC tag or QR code.
That’s where a great CTA comes in.
Creating an effective call to action is a science. It’s about appealing to the psychology of the viewer to grab attention. This is true whether you are driving a click, a phone call or any other action. But while users already know how to click or make a phone call, an NFC or QR code CTA is unique in that you must grab attention, instruct how to take action and provide consumers an incentive to tap their phones and activate the digital experience you’ve created
In general, there are two ways to inform users where they should tap your products:
NFC CTAs can include text, visual icons or a combination of both to indicate why and where consumers should tap.
Find sample NFC CTA copy below, and click the button to download a collection of visual icons that indicate users should tap to activate your brand’s experience.
Depending on your product and audience, you may also need to include further instructions on exactly how users should tap.
Note: not all phones, including iPhones XR/XS, require unlocking before tapping. For more extensive resources on the actual NFC process, see our article (with videos) on how to scan NFC and QR codes. The article includes instructions on how to scan on different phone models, as well as what phones do not support NFC.
Levy Gorvy immersed art gallery attendees in a digital experience that uniquely complemented the new curation of Andy Warhol’s portraiture of women.
NikeConnect introduced the first NBA connected jersey. Tapping activates access to athletes, exclusive offers and more on your phone.
Adidas included a sticker instructing users to activate the NFC tag located in the tongue of the Speedfactory AM4. A QR code invites for more interaction opportunities.
For the official match ball, adidas included the NFC insignia to signify where users should tap to activate an experience that includes exclusive content and information.
When streetwear fashion icon Jeff Staple created a scavenger hunt to let fans help celebrate his 20th anniversary, he let icons on the custom keychain he designed direct users where to tap to find the next clue.
A large icon featuring a hand and phone illustrated how users should interact with Pelican Water systems to activate an experience with informative videos and tap to call or text functionality.
A hang tag instructs users of the U.S. ski team jacket to scan a QR code or the NFC tag under the Spyder logo on the jacket.