News Corp Australia will employ contactless technology from Tapit to offer interactive campaigns based on NFC and beacons.

Its NewsLifeMedia division – which includes taste.com.au – has signed an exclusive partnership which will enhance interactivity and make campaigns more innovative and creative. Tapit is a technology platform which leverages contactless technologies including near field communications and Beacons.

Advertisers offered the technology as part of special media packages will be able to push “relevant and trusted” content to consumers at the point of sale.

NewsLifeMedia chief executive Nicole Sheffield says a growing number of clients want to leverage the content NewsLifeMedia creates on their behalf: “Harnessing the power of Tapit will now bring an opportunity for consumers to conveniently experience NewsLifeMedia produced content whether they are in-store, at an event or walking past an outdoor poster by simply using their smartphone.”

Tapit was established in 2011 by founders Jamie Conyngham and Andrew Davis to make it easy for people to access content using contactless communications: “Teaming up with NewsLifeMedia brings us another step closer to achieving that vision,” says Davis.

The partners will offer contactless solutions as part of special media packages to “select clients” starting in the coming months.