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Cadbury Offers RFID-enabled Treats During Summer Olympics
The candy company is using a UHF solution from Dwinq at Cadbury House, its temporary exhibit in London's Hyde Park, to allow visitors to share pictures with their Facebook friends.
Aug 03, 2012—While athletes are demonstrating their prowess at the 2012 Summer Games, being held in London, Cadbury House is providing its own Olympic event in Hyde Park that includes RFID-enabled social-media sharing. There, confectionary company Cadbury provides visitors with a tour of its chocolate-making history. The system also allows visitors to easily link photographs of their visit with friends and family on their Facebook account, by means of a hands-free passive ultrahigh- frequency (UHF) RFID system created by Dwinq, a social-media technology company based in Massachusetts.
Cadbury, owned by Kraft Foods, is the "Official Treat Provider" of the London 2012 Olympic and Paralympic Games. As part of this role, says Sonia Carter, the head of Kraft Foods UK's digital division, the company erected a large, purple, inflatable structure known as Cadbury House, intended to provide "celebratory moments to enjoy, and magical chocolate wonderment."
"From the deliciousness of the Joyville Tasting zone experience to the magic of the Chocolatrium," Carter says, "we wanted to give visitors the opportunity to share the joy and magic of the experience with friends and family, there and then."
Since the 2012 Games began on July 27, Cadbury House has been receiving approximately 3,500 visitors daily. Guests come to view a museum-like exhibit of Cadbury's history, sample the company's confections, learn how chocolate is produced, play interactive games and share details about the visit with their Facebook friends, via RFID activation points.
The radio frequency identification solution that Dwinq designed differs from most RFID-enabled social-media technology, in that it allows users to send pictures and updates to their Facebook page without having to tap a card against a reader.
Prior to entering Cadbury House, a visitor is offered an ID badge supplied by Vanguard ID Systems. The badge, which contains an EPC Gen 2 passive UHF RFID tag, is worn around a person's neck on a lanyard. The visitor then register his or her Facebook account information, which is linked to the ID number encoded to the badge's RFID tag in Dwinq's software, explains Patrick Sweeney II, Dwinq's president and CEO. Upon entering the exhibit area, the guest can then check in by placing the badge next to a "check-in spot" with a ThingMagic reader built behind it.
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