The event of Coca Cola which took place in August 2010 in Israel was revolutionary for the event industry and social media. The Israeli advertising agency Publicis E-dologic used RFID in combination with Facebook to connect the physical world with the virtual world and it was very successful.
What is RFID?
Radio frequency identification (RFID) is a generic term used to describe a system that transmits the identity of an object or person wirelessly, using radio waves.
RFID is in use all around us. If you have ever chipped your pet with an ID tag, used EZPass through a toll booth, or paid for gas using SpeedPass, you’ve used RFID. In addition, RFID is increasingly used with biometric technologies for security.
Unlike ubiquitous UPC bar-code technology, RFID technology does not require contact or line of sight for communication. RFID data can be read through the human body, clothing and non-metallic materials.
The purpose of an RFID system is to enable data to be transmitted by a portable device, called a tag, which is read by an RFID reader and processed according to the needs of a particular application. The data transmitted by the tag may provide identification or location information, or specifics about the product tagged, such as price, color, date of purchase, etc. RFID technology has been used by thousands of companies for a decade or more. . RFID quickly gained attention because of its ability to track moving objects. As the technology is refined, more pervasive – and invasive – uses for RFID tags are in the works.
A typical RFID tag consists of a microchip attached to a radio antenna mounted on a substrate. The chip can store as much as 2 kilobytes of data.
To retrieve the data stored on an RFID tag, you need a reader. A typical reader is a device that has one or more antennas that emit radio waves and receive signals back from the tag. The reader then passes the information in digital form to a computer system.
Coca Cola installed RFID in the bracelets and allowed users to log into their Facebook accounts as well as “like” various attractions in the village. In addition the teenagers could tag themselves on the photos taken. The integration of RFID was successful and there were more than 35,000 Facebook updates each day even though the village only hosted 650 teenagers at a time.
Interesting to know which is the next event to use this technology. Maybe it will be yours?
To conclude have a look at the movie from Coca Cola village:
Sources: http://www.aimglobal.org/technologies/rfid/what_is_rfid.asp, http://www.allfacebook.com/coca-cola-marketing-2010-08