I am a big admirer of new technology and its application in marketing, especially when the result is a novel and remarkable user experience. The use of Radio-frequency identification (RFID) technology and Facebook in interactive marketing campaigns is a combination that creates such an effect.
Recently, I have been researching a bit more about this technology and the possibilities it can bring to the field of marketing and communication. And I managed to find a few really interesting cases which I think are worth sharing.
Below you will see three campaigns from the automotive, drinks and holiday industries.
The first one is a case by Renault. Earlier in the year, Renault participated in the Amsterdam auto show in The Netherlands. Visitors to their stand were able to interact in a quite unusual way and to connect their online and offline worlds. And all of this with just a plastic card…well not exactly, as you can see from this video:
The second case features Coca Cola and their Summer Village initiative organised in Israel. The organisers were able to find a great and entertaining way to let the teenage visitors to share their experience in the real world with their friends online. And all of that with the help of a bracelet…and a chip, and Facebook of course. Here’s the video:
Ushuaia Beach Hotel
The third case comes from a very warm and sunny place – Ibiza. The Mediterranean island becomes the party centre of Europe for three months every year. As a result of that local clubs are faced with the big challenge of attracting the attention of the visitors. If you have been to Ibiza you can’t have missed all the people inviting you to parties in random clubs and all the other crazy ways they’ve come up with over the years to attract your attention. Well, this year, the Ushuaia beach hotel and club found a great way to stand out from the crowd. Again with the help of a few simple tools. Take a look:
All these cases and the speed at which agencies are adopting the innovation bring me a sense of encouragement that very exciting times are ahead for all of us involved in digital communications. I’m really looking forward to more creative uses of this technology by marketing and communication professionals!