An expensive, NFC-enabled ad in search of someone who cares - cares & owns a Samsung Galaxy S III, walking around in TriBeca (maybe 1 in 100 people?).
To this 1%, they can get “free music, videos and more” - aka everything you can get via your existing smartphone - not a strong incentive to actually make people:
1) Unlock their (SGS III) phone
2) Turn on NFC
3) Tap your phone in the spots above
Fact is, barriers matter more than most think.
NFC is a marvelous technology, with real promise of location and mobile device interacting in all new ways, but this ad lacks compelling, differentiated value, which is only way to get people to stop & “unlock” NFC content.
No one goes to step 2.