Samsung Canada has launched a new OOH campaign that shows off the near field communication (NFC) technology S beam feature in its latest smartphone and tablet models, including the Samsung Galaxy S III and the Note II.

Targeting young urban professionals, aged 18 to 35, the North American-wide campaign launched Monday in Toronto’s underground PATH and at the Metrotown Mall in Burnaby, B.C.

With media by Starcom MediaVest and creative by Cheil, the campaign uses posters featuring musicians with NFC chips in them that allow passersby to download a song. A new poster and song will appear every Monday of the campaign.

Ken Price, director of marketing for mobile communications, Samsung Canada, tells MiC the campaign aims to reward Samsung customers for their loyalty, while showing them what NFC technology can do and how it’s relevant to their lives.

“[The campaign] builds on the idea of the sharing capability of the phone for more than just traditional messaging or social media,” he says.

He adds that the use of NFC is a first for Samsung, and high traffic areas such as the PATH system the perfect place to test it with consumers.

The campaign will run through January as a pilot test, after which Samsung will evaluate its success and decide whether or not to expand it.