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As part of its 3G network launch, Vodafone Hungary wanted to leverage the brand’s partnership with Vodafone McLaren Mercedes Formula One team to maximise buzz during the roll out.
Leading UK brand experience agency Ignite created the ‘Raise Your Game Festival’, a 4-day event, which gave consumers the chance to take part in a number of F1-based activities while engaging with the Vodafone brand. The Ignite team sought a way to ensure significant amplification of the event and looked to find a solution that would merge the audience with its social media registration platform - RFID Facebook Amplification.
To achieve mass participation amongst consumers at the event, Ignite turned to leading event wristband supplier ID&C to provide a robust yet visually appealing wristband solution. ID&C supplied its vinyl-based RFID wristbands that featured an RFID microchip inlay capable of integrating with Ignite’s Facebook Amplification platform.
The custom RFID wristbands were based upon the commonly used ‘security wristband’ design, helping consumers to instantly recognise the method of application and easily understand how to use the wristbands in conjunction with Ignite‘s RFID platform.
75,000 Hungarians visited the event over the first three days, whilst a staggering 250,000 attended the fourth day to watch Jenson Button drive his F1 car through a specially created 1.6km street circuit.
The success of Ignite’s Facebook Amplification platform and ID&C’s RFID wristbands helped amplify onsite activity by an astonishing 220% with an overall Facebook reach of 1.7m people worldwide.