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Nissan Europe Uses RFID-enabled Social Media to Drive Consumer Interest

Passive UHF RFID technology provided by Dwinq has enabled Nissan fans at motor shows and other events to link pictures, "likes" and other media on Facebook and Twitter.
By Claire Swedberg
Apr 17, 2013

Nissan Europe is employing a radio frequency identification-based solution to link visitors at car shows and other events to Facebook and Twitter, enabling them to post photos and messages about Nissan's products. Dwinq, an RFID company based in Cambridge, Mass., provided the system to Nissan Europe's creative partner, TBWA/BEING, which integrated the technology into kiosks and displays installed at the Paris Motor Show, a private Leaf Tour that demonstrated the automaker's electric car in six Scandinavian cities, the Geneva International Motor Show and, most recently, the Paris International Marathon. Nissan intends to use the technology again at upcoming car shows for interaction and games at its booths, according to David Parkinson, the automaker's general manager of social and digital engagement.

Attendees at these events are issued RFID-enabled ID cards that they can use to have themselves photographed, and then post those images on their Facebook wall or share their "likes." By enabling this function, Parkinson explains, the Dwinq system provides a source of publicity for the car manufacturer, while users can share their activities with friends or colleagues online.

Patrick Sweeney, Dwinq's president and CEO, demonstrates how Paris Motor Show attendees could have their photos superimposed on an Elle magazine cover, for posting on their Facebook pages.

The first installation took place at the Paris Motor Show (in September 2012), the Scandinavian Motor Show (in November 2012) and the Geneva Motor Show (in March 2013). This month, a Nissan booth was installed at the Paris International Marathon.

The technology consists of badges made with Vanguard ID Systems RFID tags, as well as a combination of readers from Impinj, ThingMagic and MPI Label Systems to interrogate those tags, says Patrick Sweeney, Dwinq's president and CEO. The data related to read events is collected by Dwinq software, and is forwarded to the user's selected social network.

USER COMMENTS

Bret Kinsella 2013-04-19 03:27:13 PM
Great coverage by Claire on Nissan's RFID work. There are more activations planned as well. The key reason why RFID has intersected so successfully with social media is that it automatically connects real-world interactions to the way humans increasingly communicate with their word. We have talked about the internet of things for some time in terms of making objects recognizable by networks. While humans can take actions to make themselves recognized by networks, the same benefits are there for them with RFID. Presence is automatically detected and it can then be followed by action - in this case a social media post to friends. When we talk about consumer brands using RFID with social media we talk about facilitating the ability of consumers to capture the memory and share it without interrupting the moment. More on this in yesterday's blog from dwinQ. http://www.dwinq.com/rfid-connects-social-media-to-the-real-world-instantly/

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