It’s hard to say which event has been the most thrilling to watch; men’s swimming knowing that this may be Michael Phelps’ last Olympic hurrah, Usain Bolt setting an Olympic record in the 100-meter dash, or the fierce competitions in sports that we usually don’t get to see like fencing and water polo.
In the middle of ‘the thrill of victory and the agony of defeat’, of the London Olympics, we are also excited to hear of RFID-enabled social media’s place on the medal stand.
As the Official Treat Provider to the London 2012 Olympics, Cadbury has created Cadbury House – inflatable purple domes in Hyde Park where guests can easily share their experiences with friends and family. With a passive UHF RFID system created by dwinQ, guests at the Cadbury House can immediately link photos of their Olympic visit via their Facebook pages – creating a seamless (or as dwinQ calls it – frictionless) social media experience.
Here’s how it works: RFID Journal explains that guests are given badges that contain EPC Gen 2 passive UHF RFID tags. They then register their Facebook account information which is linked to the unique identification number encoded in the badge's RFID tag. When guests enter one of the Cadbury Houses, they can check in, simply by having the badge near a check-in kiosk, each outfitted with ThingMagic readers.
Once the first reader has checked-in a guest, he or she can simply go to any pre-determined location throughout the park, such as a photo area. The RFID reader in that area captures the tag's unique ID number in the badge, communicates the information to Dwinq's social-media platform, which then links the appropriate badge ID with the right Facebook account, and posts an update on the person's page.
Since the 2012 Games began, Cadbury House has been receiving approximately 3,500 visitors daily. The Company expects 50,000 guests to check-in over two weeks, which means that the Cadbury House Olympic experience will reach a huge number of people through social media channels. According to the press release, “The solution creates fun for guests while simultaneously amplifying Cadbury's brand messaging to hundreds of thousands of people beyond the event attendees.”
Once again we see that RFID + Social Media = Reach.
This is reminiscent of a similar experience offered at RFID Journal LIVE! a couple of years ago where attendees could extend their event experience over social media. Our case study, “Building Brand Loyalty and Reach through RFID and Social Media” can be downloaded here.