The four-week campaign, which commenced on 5 March, comprises more than 300 6-sheet poster bus shelter sites across Reading, Berkshire.

The trial initially features 13 brands such as Morrison’s, H&M, ITV2, Lucozade Sport and EA Games that offer exclusive content, games and online vouchers to passers-by, who swipe their enabled smartphones across the posters.

NFC, which works in the same way as the London Underground Oyster Card System, uses radiowaves to connect NFC-enabled smartphones.

For those with non-NFC, users can scan the QR codes also printed on the posters to obtain the information and content of their choice.

Brands, which will rotate across the campaign, can update the content and information they offer to shoppers and commuters.

Nick Mawditt, director of insight and marketing at Kinetic, the campaign is bringing "the future of out of home to the here-and-now in Reading".

He added: "NFC is widely regarded as a technology that could transform the way consumers use their mobile phones to interact with their environment.

"We will be looking closely to see how consumers engage and interact with the content during the trial."

According to Mawditt, the trial has already been garnering positive feedback from advertisers, as well as commuters interacting with the poster sites.