Canada-based advertising company Astral Out-of-Home has announced that it will deploy NFC-enabled ads in transit shelters across Toronto.

Over the summer months, some 80 NFC-enabled Scotiabank Scene posters will be displayed in Astral transit shelters located near movie theaters in downtown Toronto. Users can tap their NFC phones against the posters to enter a Facebook contest to win two free movie passes to Cineplex Entertainment theater, or to receive directions to a Scotiabank branch where they can sign up for a Scene debit card.

Scotiabank, a founding partner of the Scene movie rewards program, will use the NFC campaign to promote its Scene debit card, the only debit card in Canada that enables customers to earn points for free movies and on their everyday transactions.

According to Astral, this marks the first time NFC technology has been combined with transit shelter ads in Canada.