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Near Field Communication Stickers Part of Google's New Marketing Service

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Near Field Communication Stickers Part of Google's New Marketing Service

Google has rolled out its Hotpot initiative, placing stickers equipped with near field communication chips on highly rated local businesses' windows.

The marketing campaign rolled out in Portland, Oregon, because of the city's "perfect demographic, in terms of entrepreneurs and technology," said Bernando Hernandez, head of consumer marketing at Google, according to Oregon Business.

Consumers with a near field communication-enabled smartphones will be able to place their mobile device against the customized stickers to learn more about the business and see its Hotpot rating. Ratings are similar to Zagat, the source said.

Two-hundred fifty Portland businesses were selected based on their popularity to receive the stickers. To improve their web visibility, consumers are encouraged to submit reviews. Google will further promote the companies by taking its tactics offline as well, via local billboards and other out-of-home advertising efforts.

Google will pay for the advertisements, which will double as promotions for Hotpot. The new service's competitors include Yelp, Citysearch and similar services directing consumers to local businesses.