You’ve got to start with the customer experience and work back toward the technology – not the other way around. -Steve Jobs

R.F.I.D., or radio frequency identification, is no new technology. From the chip inside your dog to the E-ZPass on your dashboard, RFID is all around you. Used in product bar codes, staff-only access keys, and to track your baggage at the airport, modern RFID has been around since the 1970s, using wireless electromagnetic fields to transmit to data from the tag to a reader. A newer, more finely tuned version of RFID is N.F.C., or near field communication, which now allows two-way data sharing and P2P, or peer-to-peer, sharing by tapping device to device. The biggest tactical difference is that an RFID reader can usually recognize a tag from about a meter or so away, whereas NFC requires tap technology, only reading a signal up to mere centimeters away.

So what do all of these acronyms have to do with experiential marketing?

As you know, consumers are demanding more personalized experiences when they interact with your brand or product. We’re living in a “tailored-for-me” society, and consumer expectations soar when it comes to brand interactions. RFID and NFC give you an abundant amount of options to create unique experiences for your target audience, satisfying their “me” complexes and also improving efficiencies for you when it comes to tracking consumer data and preferences.

Here are some ways to use RFID in advertising:

Invite Them to Your Party: A field marketing team of brand ambassadors for your footwear brand could intersect target audience members at sports bars during every playoff game leading up to the Super Bowl, registering them on the spot to attend your Super Bowl party and passing out RFID bracelets that serve as their ticket to the event. Upon arrival to the party, they check-in via a kiosk or welcome banner. Throughout the sponsored party, guests have additional opportunities to interact via RFID to play games, enter to win prizes or post branded content to social media. Plus, you collect a ton of information, making it easy for you to re-target the party-goers in the future.

Photo Courtesy of Blue Bite

Photo Courtesy of Blue Bite

Be an Ink Geek: Recently, our friends at Blue Bite partnered with the RFID Journal Live! 2015 event to push traffic to their sponsors’ booths. How? Through NFC-enabled tattoos! Attendees received these tattoos, and they were tracked when they visited each sponsor’s booth. Attendees who completed the journey by engaging with each sponsored booth automatically won a gift card or tablet.

Enjoy the Exhibit: Whether it’s an embedded RFID tag into a ski mountain pass, theme park line hopper or museum ticket, RFID can help track and personalize a user’s experience within your exhibit. So when you’re running an experiential marketing campaign with various check-points at the physical activation, RFID can also be deployed. Not only can RFID expedite the people flow through an exhibit, you know who interacted with each element of your campaign, for how long and where they moved to next. This is extremely valuable information for delivering relevant content to them in the future.

Your Phone is So Smart: Want to get a new movie trailer, a mobile app or a digital coupon in the hands of your consumers quickly and easily? NFC technology allows you to deliver relevant advertising content with the tap of a person’s smartphone – a device that they don’t leave home without! Embedding NFC tags on your outdoor advertising creative, posters, flyers, product packaging or via mTag cards being distributed by your brand ambassadors makes sharing interactive, digital content so very simple. This branded content can now live on that user’s smartphone for repeat engagements. And it can provide an experience of its own. For example, Chicago’s Field Museum offered an experiential, enriching interactivity to promote a new exhibit.

So how can RFID or NFC work for you? If you’re interested in developing a tech-savvy experiential marketing campaign, please contact dio today.