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Experiential Marketing & RFID

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Global brands are now focusing on generating personalised marketing campaigns using the latest Radio Frequency Identification (RFID) technology and producing truly unique marketing experiences for their ‘tribes’.

This presentation explores the technology in some detail as well as provide examples of how it can be used as part of experiential campaigns.

The document also explores the outcomes for brands already using RFID and the benefits for Experiential Marketers.

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Experiential Marketing & RFID

  1. 1. Radio FrequencyIdentificationNear FieldCommunications
  2. 2. “Big Brother is watching you,”George Orwell (1949) proclaimed in thenovel‘1984.Less than 30 years later it seems he is doing more than just watching. Global brands are now focusing on generatingpersonalised marketing campaigns using the latest Radio Frequency Identification (RFID) technology and producingtruly unique marketing experiences for their ‘tribes’.RFID is a system which can transmit the identity of an object or person wirelessly using radio waves. It is atransportable piece of equipment, which can be hidden away neatly in anything from a festival wristband to a dog tagchain or most commonly a Smart phone. It automatically communicates the data to an RFID reader, where theinformation is then interpreted and managed.RFID, however, must not be mistaken for Near Field Communications or NFC as there are great differences betweenthe two. Although NFC is a subset of RFID, near field communications “limits the range of communication to withintouching or 10 centimeters to 4 inches,”(Joan, 2009) whereas, RFID can communicate data across very longdistances without needing a direct line of sight for the data to be calibrated.For example; near field communications are normally used in security enabled scenarios. Chip passports and bankcards are some of the most common uses of Near Field Communications in everyday life. Furthermore, several smartphones are currently being equipped with NFC so that they can be used as a debit card of sorts simplifying thetransaction process. Google Wallet currently allows consumers to store credit card and store loyalty card data ina virtual wallet and then use an NFC enabled smart phone at terminals. (Chandler, N 2012).
  3. 3. Helping brands Smirnoff Nightlife Exchange Projectconnect with audiences Smirnoff utilised RFID technology for their guests to share their real timeand adding value to nightlife experience on Facebook. A small but powerful RFID tag wasExperiential campaigns implanted into Smirnoff branded wristbands which were given to guest on arrival and “after a simple registration process, guests could ‘check in’, ‘like’ and post photos of their evening directly to their walls by tapping theirRFID technology has the ability wristbands on ‘Facebook Interactive Pods.’Additionally, 7 choices of vodkato revolutionize experiential drinks were on offer on the evening for guests, which they were also able tomarketing by delivering share the tastes and describe how much they liked/disliked their drink on Facebook. This element was also transferred onto the dance floor wherepowerful avenues for brands to guests could also “share and comment on the music selection being played atparticipate in conversations the venue!” (Hanover 2012).with their consumers and forconsumers to broadcasts these The event was attended by a few hundred guests but “amplified to over 1.6brand messages, creating million people on Facebook”, providing not only the live audience but also Facebook users with a memorable and interactive marketing experience. Aspowerful and profitable guests shared their experience of the evening on the social networking site,consumer-brand relationships. Facebook users at home also embraced the opportunity to be a part of the memorable interactive experience, even if they were not part of the original live experience.
  4. 4. Ushuaia Beach Hotel in IbizaThe famous party property capitalised on their consumer’s obsession with Facebook and combined itwith RFID technology, installing Facebook pods within the resort for their ‘Make Your Facebook friendsjealous’ theme and so that they could “position Facebook as an integral part of the unique andmemorable Ushuaia holiday experience”.On arrival, guests provided hotel staff with their Facebook details and were subsequently given RFIDwristbands which were personally synchronized with their own Facebook profile. Facebook pods,installed in various locations throughout the hotel including the pool and hotel bar, enabled guests toswipe their bands and share their unique Ushuaia holiday experience with their ‘jealous’ friends backhome via photo tagging, and status updates. In addition to guests own Facebook pages, all informationcaptured on the hotels swipe pods were shared on the Ushuaia Hotel official Facebook pageencouraging the creation of a Ushuaia ‘community’ and offering a truly unique and exclusive interactiveexperience for people lucky enough to be guests at the hotel. Successfully utilizing RFD technologyenabled the Ushuaia brand to create synergies between both the virtual and real world and engage withboth types of fans simultaneously resulting in a rise in post launch sales for the hotel.
  5. 5. Cadburys; Official Treat ProviderCadbury offered RFID-enabled treats to its consumers as part of its‘campaign of the London 2012 Olympics and Para Olympics.Cadbury’s erected a ‘Cadbury’s House’ in Hyde Park providingvisitors a tour of its chocolate making history and offering them “aunique interactive social media experience”. Visitors to Cadbury’sHouse were given badges attached to lanyards and asked toregister their Facebook account information to participate in theexperience. Once inside, visitors could ‘check in’ and instantlyupload images to Facebook using various pods to swipe theirlanyard badges against to share the magic of interacting withnumerous games at the Olympics and communicate their‘chocolate treat’ experiences with family and friends.” The premisewas simple, all visitors had to do was share their experiences inreal time.When comments to visitor’s photos are posted on Facebook thebrand could add links to manage and track, giving Cadbury’s morein-depth conversations with their ‘fans’ and gain ‘brandambassador’s by allowing relationships to flourish on the socialnetworking site. Additionally, the lanyard badges included RFIDtags that did not hold information but instead transmitted it tointerrogators and then onto servers, allowing consumer data to betracked, stored and managed for brand insight and futureexperiential marketing campaigns to be designed around specifictarget audiences.
  6. 6. Outcomes for brands already using RFID and the benefits for Experiential Benefits Cadbury Ushuaia Beach Hotel Smirnoff• Fully measurable First 2 days of the ‘Cadbury House’ “5,824 Increased future hotel Real life partying and clubbing experience online.• Measure the likes visitors had ‘checked in’ & 8,500 photo’s had bookings.and dislikes of been shared on Facebook.” Engaged in recreation with both real life andconsumers People engaged with the virtual life to let their experiences collide.• Track ‘fans’ areas of Increased its consumers and ‘fans’ worldwide brand on Facebook.interest and data and allowed them to interact with them. A truly unique experience for guests to share• Unique and Free/ referred information their opinions on the venue, the drinks on offerpersonalized brand Just a few years ago the Cadbury House and experiences passed and the music played on Facebook opened aexperiences experience “would have most certainly been on. This is the best type of portal for worldwide discussion.• Analyze consumers limited to attendees of the Olympic Games”; free advertising. Guestspurchasing patterns however with the technology of RFID, the feed the Ushuaia brand The worldwide party projected to over 50• Personalized reach of the experience is vaster, bigger, messages and experience countries, resulting in Smirnoff authenticatingcontent and offers chronicle: the real world memorable back to the social media their status as the number one Vodka brand in• Real time stories experience could potentially be shared and world in a two way the world” and subsequently seeing their tradingand engagement enjoyed by everyone. Now that’s powerful. dialogue from the ‘real figures rocket. world’

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