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NFC Gets in the Ring at UFC Fan Village

This past summer, Ottawa's Ultimate Fighting Championship Fan Village found that participants using NFC-enabled technology from XOLUTION had higher game participation rates, and also shared event-based information via social networks about 5,000 times.
By Claire Swedberg

Tapping in at the event's Reebok Combat Fitness Stations, participants were able to measure their speed and force of punch, as well as their endurance while jumping rope, using sensor technology provided by StrikeTec to measure the punches and the number and speed of jumps. These statistics could also be included in the Tale of the Tape poster shared on social media. Additionally, the fitness challenge results were displayed on a leader board installed at the fitness tent, along with each participant's name.

The entire set-up and take-down of the hardware was accomplished within a matter of hours, Davies-Taylor reports. "We were able to set it up the day before and tear down quickly after the event," he adds. "It all happens pretty quickly."

Participants wearing RFID wristbands could capture and share their own image squaring off against a professional fighter.
Xolution is currently in conversations with other event managers about deploying the RFID technology at a variety of events.

"The UFC Fan Village experience was built to maximize engagement, and our RFID solution was a big part of that," Bond Brand Loyalty's spokesperson says. "All elements were user-friendly, mobile and clearly branded," she adds, which helped boost participation and social sharing. "Everything went according to plan and we were very happy with the results."

According to the spokesperson, Bond Brand Loyalty found that those who registered with the RFID system participated in more activities at the site than those who did not, thus "indicating our fans found value in the added experience the RFID wristbands afforded them."

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