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Outdoor advertisements are now located throughout the United Kingdom encouraging consumers to download the Domino's app on their smartphone.

According to Pizza News, the pizza chain is using NFC (near field communication) technology on the ads that consumers can scan to download the app. The interactive campaign, created by Iris Worldwide and Arena Media, was developed as a way to drive sales during the typically slower summer months.

Suellen Morris, campaign manager at Domino's, told the publication that more than 50 percent of orders now come from digital channels and the chain is making it even more convenient for customers to order via mobile when they're out and about this summer.

NFC technology was developed for the purpose of mobile payments. It has since expanded to include interactivity such as Domino's ad campaign.

Read more about mobile initiatives.

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