Nokia Pumps Up Engagement Time with Coffee and RFID - Event Marketer

Nokia Pumps Up Engagement Time with Coffee and RFID

DB_Nokia_2012 Book
Brand: NOKIA
Agency: SMARTFUSION
Awards: EX AWARDS — BEST INTEGRATED TRADE SHOW CAMPAIGN
Year: 2012

Few coffee lovers can resist the intoxicating aroma of freshly brewed beans. And not many can resist the urge to sip the stuff without scrolling and surfing on their mobile devices. Nokia leveraged both addictions at the CTIA Wireless show where it activated a combination cafe and demo lounge. Attendees could order a free cup of joe from a chalkboard menu over a central serving area and then get hands-on with Nokia devices on one of several cozy white couches.

To boost dwell time inside the booth, all coffee cups were embedded with RFID tags that linked to the attendee’s Facebook account. Using these “digitally infused” cups as a hook, Nokia encouraged guests to visit various stations around the booth and enter for a chance to win a Nokia phone by placing their cup on designated RFID hotspots. As guests tried their luck at each station, the hotspots automatically updated their Facebook pages with messages like, “I’m at the Nokia Booth at CTIA trying to win the new Nokia Astound with T-Mobile.”

The integrated strategy helped keep attendees in the booth longer—average visit time was an impressive 24.7 minutes—and the RFID activity generated multiple customer touches and repeated exposure to brand and product messages.

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