The n-CD is a compact disc that pairs disc content with a link to a web site that can only be accessed via a unique ID code on the disc. When users follow the link, information on their behaviour is automatically captured and can be used to target future activity.
Only users of an original disc can access the web link, opening the door for marketers to conduct one-to-one marketing, or to give away valuable offers without fear of multiple claims.
The disc is available in audio or ROM format, or a combination of the two. Sony DADC's technology, Postscribed ID, allows the automatic inscription of unique data on each disc after the discs have been made. The code is readable by any CD or DVD ROM drive.
A number of firms have already run campaigns incorporating the disc.
US-based clothing retailer American Eagle Outfitters offered consumers a voucher via the disc in a Christmas promotion and gained a 42 per cent response rate.
Savings and pensions provider Skandia also used the technology in a campaign to target prospects. It sent out pre-registered discs to potential customers, with a variety of incentives, including the opportunity to win a Caribbean holiday. According to the firm, compared with paper-based campaigns, the response rate was three times the norm.
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