On Tour With RFID

Posted by Anna Zauner on Mon, Aug 13, 2012 @ 08:36 AM

Outdoor Concert VenueThe emergence of RFID on the concert scene should really come as no surprise.  As music festivals of all kinds are gaining popularity, organizers want their audiences to have one less thing to think about when it comes to getting in the door. RFID enabled wristbands do just that. In addition, they offer all kinds of added benefits - such as combatting ticket counterfeiting, supporting cashless payment, and even integrating with the fans' preferred social networks.

RFID was initially used as a ticketing solution for large outdoor music festivals, starting in 2004 with its adoption at SXSW in Austin, TX. It emerged in the form of wristbands and cut down significantly on gate crashing and lost tickets. It also introduced a cash-free payment system, which is undeniably popular since it can be risky to carry around large amounts of money.  Though mainstream use of RFID spans nearly a decade, it wasn’t until its much publicized implementation at popular music festivals like Coachella, Lollapalooza, and Bonnaroo did people really begin to take notice.

According to a recent article published on Hypebot.com, RFID adoption at concerts has been steadily increasing; this year was no exception.  The main focus of attention, though, was focused on concert goers ability to “Check-In” via their Facebook account.  Companies such as Intellitix are contributing to the success of RFID and social media at the concert scene.  At both Bonnaroo and Coachella this year, Intellitix powered Facebook check-ins via their “Live Click Stations” where fans could upload a picture of themselves to Facebook at their favorite band’s concert, surely becoming the envy of their friends!

It doesn't stop there. Fans are also able to go beyond Facebook status updates and include various tie-ins with sponsors and off-site partners.  At Roger Waters-The Wall tour this year, more than 70,000 fans had their RFID enabled wristband linked to their Facebook account. This process allowed them to post messages from Amnesty International during the concert aimed at spreading awareness about Amnesty’s 50-year battle for human rights.

The statistics in this market are getting pretty interesting.  At Coachella, more than 30,000 people registered to use the Live Click stations to update their status on Facebook.  Bonnaroo took it to a whole new level with over 74,000 registrations for check-ins at the “largest Live Click Stations ever made.”

RFID offers proven benefits when it comes to streamlining concert admittance and combating ticket counterfeiting, but with the continued popularity of social media platforms, it is probably safe to say it hasn’t reached its peak!

Tags: RFID, RFID Wristbands, Social Media

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