Under Armour Wristbands Offer Frictionless Fun - Event Marketer

Under Armour Wristbands Offer Frictionless Fun

DB_UnderArmour2_2013 ETA
Brand: UNDER ARMOUR
Agency: THUZI
Awards: EVENT TECHNOLOGY AWARDS — BEST USE OF RFID/NFC
Year: 2013

Under Armour knew it could leverage RFID to turn its NFL Experience into an interactive event that would be powerful enough to drive every registered attendee to pass the experience along to at least 10 friends. It just had to give attendees the ball. Attendees registered through Facebook using sporty branded wristbands embedded with RFID chips and then were free to get hands-on with the pigskin through activities like the Under Armour Combine competition, 40 Yard Dash, Broad Jump or Vertical Jump.

A swipe of their wristbands at each engagement generated photos that were auto-posted to the attendees’ Facebook feeds. The chip also instantly updated the on-site leaderboard in real time. The RFID-enabled bands provided attendees a frictionless experience for registration and participation while providing valuable demographic and psychographic user information to UA. The result was a fun and sharable live engagement that instantly amplified on-site activations to the participants’ friends across their social networks.

Throughout the entire multi-day event, the brand was able to measure the NFL Scouting Combine Experience’s performance in real-time and found that it had returned 300 percent more impressions than Under Amour had expected. Touchdown.

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