Whether you’re already established or starting out, brand activations can create a great opportunity to make a big impact in your industry. It’s not new, news that consumers want experiences from brands. They want to feel like they’re part of something and escape the everyday. So, here are 8 amazing RFID brand activations to inspire you. Activations that have compelled audiences to take action.
1. Bonnaroo Festival Social Activation
We don’t like to blow our own trumpet. But we will. Working with AC Entertainment and Bonnaroo co-producers Superfly, ID&C were appointed to produce over 80,000 custom RFID wristbands to be used with a contactless RFID system provided by Intellitix. Bonnaroo organisers wanted to engage their fans in a number of social media-based activations placed around the festival site.
One interaction enabled fans to 'tap' their wristbands and check-in at the various stages, update their Facebook status, and upload pictures, which in turn automatically posted the corresponding line-up to their Facebook timeline.
In addition to this, the RFID wristbands were used by fans to gain entry to the festival arenas and campsites, where the use of contactless technology made paper ticket redundant.
The RFID wristbands helped achieve over 1.9 million Facebook Likes during the festival.
When the season starts, there’s nothing more important to fans than Game Day. Corporations want super-fans to purchase season passes and they want to help make them feel part of the team. To belong to something. RFID technology was the perfect way to make this happen for Tampa Bay Lightning Hockey team. They gifted season pass holders with team jerseys fitted with RFID technology, giving them a special way to enter events and feel part of the team at the same time.
3.SXSW - IBM Cognitive Studio
During SXSW, IBM needed to showcase their range of cognitive solutions for B2B companies so they created the IBM Cognitive Studio. Attendees had to answer a few lifestyle questions and they were given a personalized RFID bracelet. Inside the studio, bartenders scanned the bracelet and an app displayed a personalized cocktail based on the answers and the array of ingredients.
For guests needing to get around SXSW, automotive sponsor, Mazda, had the right idea in providing rides. Registered attendees could sign up at the Mazda booth to receive a QR code bracelet to wear for the duration of the festival and receive free rides.
To pimp their rides out, guests could also tweet selfies to receive phone chargers and phone/GPS mounts for their cars. The photos could then be embellished and printed, much like a vintage Polaroid.
5. UEFA Champions Festival
Another one from us. Along with Intellitix, we helped the UEFA Champions Festival utilize RFID cards to capture audience demographic information through a series of interactive skill stations offered by brand partners HTC, Playstation, Adidas, Ford, UniCredit and Gazprom. Fans took part in social media check-ins, voting stations, gamification and real-time contesting to compete for top prizes.
This activation helped increased sponsor engagement. This saw 13,000 registered RFID cards with email and Facebook accounts. 7,000 social photos taken. 40,000 emails triggered. 85,000 RFID interactions on site. And over 45 million page impressions online
6. VIP Cashless Lounge
Simple yet effective. Sponsors or brands can make your attendees, VIPs, members, or customers feel special with a cashless bar or VIP lounge area. Integrating RFID technology to enable Cashless Payments makes this experience all the more special.
7. YCWWF – The SavorBand by Event Farm
At The New York City Wine and Food Festival, attendees were given a ‘Savor’ wristband embedded with an RFID chip, so that when they sampled food they liked, they could tap their risk at the kiosk and instantly log what they tried, to find the restaurant later, or look up the recipe. Not only did this help guests remember places to try later, it also gave the event a strong indication on which vendors or areas of the event were most popular.
8. Range Rover Evoque Test Drive
Range Rover turned the process of booking a regular test drive into a party. Modern technologies allowed them to use RFID cards to hold key information about users, so that they could invite them, check them into their test drive with the tap of a card, and post to their social channels what they were test driving.