Gatorade Takes Trainers on a Self-Guided RFID Journey
Gatorade took a big swig of consumer data at the National Athletic Trainers’ Association’s AT Expo this year with an RFID-powered attendee journey that offered personalized experiences and generated a rich stream of behavioral and product preference information. Positioning its products as “sports fuel” for the 24/7 athlete, the brand needed to establish itself as an innovator in sports nutrition to capture the attention of the event’s thousands of athletic trainers. And with average attendee dwell time reaching 31 minutes, we’d say the message was received.
Upon entry, attendees registered for branded RFID-enabled tags that allowed them to check in at various stations along the brand’s self-guided educational tour. The technology was used to identify and track the attendees throughout their journey, offering insights on product and content preferences and traffic flow between stations.
At the Gatorade Fuel Bar, attendees could use an interactive monitor to compare product features, while the Expert Chat area displayed the event’s speaker schedule and bios. And at the Future of Sports Fuel touch screen, attendees learned about areas of innovation in Gatorade’s products. After successfully checking in at all three stations, attendees received a branded Shaker Bottle for their efforts. In the end, 4,500 trainers registered at the exhibit and 90 percent of them completed the journey—all without breaking a sweat.