One often reduces the NFC (Near Field Communication) or the RFID (Radio operator Frequency Identification) to problems of mobile payment. However these technologies can be exploited in many fields, it is besides one of the conditions necessary to their rise…
One can thus evoke the Internet of the objects which makes it possible to make communicate products or to carry out original operations marketing. Associated the social networks, these campaigns can then prove to be frightening for a target technophile and young person.
It is a little the report which Axe made, mark of deodorant celebrates which organizes each year the operation Axe Boat. For those which do not know, it is about an estival round on board a yacht of luxury where are invited, with each stage, of the young people to have fun the festival.
Personalization and virality
They are then plunged in a universe jet set with DJ and mannequins, history to be caught for a star, during 3 hours (it would not be necessary either that they take taste there…).
With the assistance of Skyboard, an advertising control specialized on-line in the exits and the leisures and in an American Agency, an event-driven agency, Axe thus set up for edition 2011 of its operation, an ambitious device around the NFC, RFID and networks social. Objective: to personalize the experiment of the evening.
Concretely, the countryside will begin on line. The guests will have to go on a dedicated Web site, on which questions about their preferences will be asked to them, a number RFID will then be allotted to them.
This information, confidential and deprived, will make it possible to personalize the event since on the spot a chart RFID published with their name will be given to them. The information collected on the site will be transmitted to the team of the event, so that it personalizes the reception and the experiment of the guest.
This one will be able, simply while passing its chart on a terminal, to connect themselves on its Facebook account and to publish what it wishes on its wall. It will also have the possibility automatically of publishing photographs which will have been taken into live at the time of the evening and which will have been subjected to him in real time. Of course, all the personal data stored in chip RFID are then unobtrusive at the end of the evening.
Association with the social networks is crucial. While automatically posting stereotypes since the evening on their accounts, the participants will give to the operation a viral side and will generate traffic for Axe.
In another field, the SNCF also tested this type of actions. Each customer can “share” his voyage on his own Mur Facebook after having to carry out a purchase on Voyages-sncf.com. “This type of publication generates 2,1 visits in more on our site”, explained us Yves Tyrode, directing general of Voyages-sncf.com.
“the RFID and the NFC offer an attractive territory for the creative ones, the marks and especially the users. As an event-driven agency, the tools developed by Skyboard enable us today to create devices 100% personalized on the ground, to better answer waitings of each user, but also to radiate towards the digital one, as with the socialization of actions relayed on Internet., comments on Nicolas Bouvet, Directeur of an American Agency.
“It is the first time that one embarks such a technology on a round in such a small space for as many people”, continues it.
This type of experiment summarizes rather well the possibilities relating to the tags and the modules communicating at short distance. In this field, various experiments were already undertaken besides.
In France, one will adopt the various projects from Purple of which the rabbit Nabaztag or Book: Z, a book connected to the PC there still in RFID. In 2010, American Wall Mart tested the use of intelligent labels in order to optimize the management of his stocks and the filling of the rays.
For more information and for to know all the innovations and news of the mobiles consulted mobile9
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