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.

1. Radio Frequency
Identification
Near Field
Communications

2. “Big Brother is watching you,”George Orwell (1949) proclaimed in the
novel‘1984'.
Less than 30 years later it seems he is doing more than just watching. 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’.
RFID is a system which can transmit the identity of an object or person wirelessly using radio waves. It is a
transportable piece of equipment, which can be hidden away neatly in anything from a festival wristband to a dog tag
chain or most commonly a Smart phone. It automatically communicates the data to an RFID reader, where the
information is then interpreted and managed.
RFID, however, must not be mistaken for Near Field Communications or NFC as there are great differences between
the two. Although NFC is a subset of RFID, near field communications “limits the range of communication to within
touching or 10 centimeters to 4 inches,”(Joan, 2009) whereas, RFID can communicate data across very long
distances 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 bank
cards are some of the most common uses of Near Field Communications in everyday life. Furthermore, several smart
phones are currently being equipped with NFC so that they can be used as a debit card of sorts simplifying the
transaction process. Google Wallet currently allows consumers to store credit card and store loyalty card data in
a virtual wallet and then use an NFC enabled smart phone at terminals. (Chandler, N 2012).

3. Helping brands Smirnoff Nightlife Exchange Project
connect with audiences
Smirnoff utilised RFID technology for their guests to share their real time
and adding value to nightlife experience on Facebook. A small but powerful RFID tag was
Experiential 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 their
RFID technology has the ability wristbands on ‘Facebook Interactive Pods.’Additionally, 7 choices of vodka
to revolutionize experiential drinks were on offer on the evening for guests, which they were also able to
marketing 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 where
powerful avenues for brands to guests could also “share and comment on the music selection being played at
participate in conversations the venue!” (Hanover 2012).
with their consumers and for
consumers to broadcasts these The event was attended by a few hundred guests but “amplified to over 1.6
brand messages, creating million people on Facebook”, providing not only the live audience but also
Facebook users with a memorable and interactive marketing experience. As
powerful 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. Ushuaia Beach Hotel in Ibiza
The famous party property capitalised on their consumer’s obsession with Facebook and combined it
with RFID technology, installing Facebook pods within the resort for their ‘Make Your Facebook friends
jealous’ theme and so that they could “position Facebook as an integral part of the unique and
memorable Ushuaia holiday experience”.
On arrival, guests provided hotel staff with their Facebook details and were subsequently given RFID
wristbands 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 to
swipe their bands and share their unique Ushuaia holiday experience with their ‘jealous’ friends back
home via photo tagging, and status updates. In addition to guests own Facebook pages, all information
captured on the hotels swipe pods were shared on the Ushuaia Hotel official Facebook page
encouraging the creation of a Ushuaia ‘community’ and offering a truly unique and exclusive interactive
experience for people lucky enough to be guests at the hotel. Successfully utilizing RFD technology
enabled the Ushuaia brand to create synergies between both the virtual and real world and engage with
both types of fans simultaneously resulting in a rise in post launch sales for the hotel.

5. Cadburys; Official Treat Provider
Cadbury 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 providing
visitors a tour of its chocolate making history and offering them “a
unique interactive social media experience”. Visitors to Cadbury’s
House were given badges attached to lanyards and asked to
register their Facebook account information to participate in the
experience. Once inside, visitors could ‘check in’ and instantly
upload images to Facebook using various pods to swipe their
lanyard badges against to share the magic of interacting with
numerous games at the Olympics and communicate their
‘chocolate treat’ experiences with family and friends.” The premise
was simple, all visitors had to do was share their experiences in
real time.
When comments to visitor’s photos are posted on Facebook the
brand could add links to manage and track, giving Cadbury’s more
in-depth conversations with their ‘fans’ and gain ‘brand
ambassador’s by allowing relationships to flourish on the social
networking site. Additionally, the lanyard badges included RFID
tags that did not hold information but instead transmitted it to
interrogators and then onto servers, allowing consumer data to be
tracked, stored and managed for brand insight and future
experiential marketing campaigns to be designed around specific
target audiences.

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 and
consumers 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 offer
personalized brand Just a few years ago the Cadbury House
and experiences passed and the music played on Facebook opened a
experiences 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. Guests
purchasing 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 authenticating
content 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 trading
and engagement enjoyed by everyone. Now that’s powerful.
dialogue from the ‘real figures rocket.
world’