Mobile network operator Orange is working with a music promoter and outdoor advertising company to establish Near Field Communication posters that enable fans to purchase it digitally from their mobile phones.

The campaign, which is running in Paris, is the first of its kind in France, Orange states in a March 25 press release.

Consumers viewing the posters can tap NFC-enabled phones against portions of the poster to get information and prompts for making a purchase.

“This new use of NFC technology, which is simple and understood by many consumers, naturally strengthens the impact of advertisement campaigns,” Thierry Millet, director of strategic program payments and NFC at Orange, states in the release.

Universal Music is initiating the poster campaign program with Orange and advertising company Insert. The posters are selling a new album from French artist Zazie.

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