Home Internet of Things Aerospace Apparel Energy Defense Health Care Logistics Manufacturing Retail

Access This Premium Content

Options To Access This Article:

What Subscribers Are Saying

  • "Probably the best investment I've ever made."
    Steve Meizlish, President & CEO, MeizCorp Services, Inc.
  • "I have found that RFID Journal provides an objective viewpoint of RFID. It you are looking for a resource that provides insights as to the application and implications of deploying RFID, RFID Journal will meet your needs, It gives you a broad perspective of RFID, beyond the retail supply chain."
    Mike O'Shea, Director of Corporate AutoID/RFID Strategies & Technologies, Kimberly-Clark Corp.
  • "No other source provides the consistent value-added insight that Mark Robert and his staff do. In a world dominated by press release after press release, RFID Journal is developing as the one place to go to make the most sense out of the present and future of RFID in commerce."
    Bob Hurley, Project Leader for RFID, Bayer HealthCare's Consumer Care Division
  • "RFID Journal is the one go-to source for information on the latest in RFID technology."
    Bruce Keim, Director, Hewlett-Packard
  • "RFID Journal is the only source I need to keep up to the minute with the happenings in the RFID world."
    Blair Hawley, VP of Supply Chain, Remington Products Company

RFID Gains Traction as a Social-Media Tool

Cadbury, Smirnoff and other companies are using radio frequency identification to connect consumers' real-world experiences to Facebook, Twitter and other networking sites.
By Mark Roberti
Oct 01, 2012—For the 2010 ski season, Vail Resorts, which operates five popular U.S. mountain resorts, introduced EpicMix, a platform allowing visitors to use social-media tools to connect with each other, as well as track and share their ski or snowboard metrics online. This pioneering effort was made possible by radio frequency identification transponders in ski badges, and it's been a big hit. Since then, more companies and organizations have been using RFID to link consumers' real-world activities to social- media sites, so participants can share their experiences.

During this summer's Olympics, in London, Cadbury, a division of Kraft Foods, held an event in Hyde Park that included an RFID-enabled social-media application created by dwinQ. Visitors to the company's Cadbury House could view an exhibit of its chocolate-making history, play interactive games, sample its confections—and share their experiences and photographs with friends and family on Facebook, by means of a hands-free passive ultrahigh-frequency RFID system. Roughly 3,500 people visited Cadbury House each day during the Olympics.

Photo: iStockphoto

Smirnoff, a division of the British beverage company Diageo, has been promoting its vodka products at a series of events that enable guests to share their activities with friends on Facebook, using an RFID-enabled token. The solution, provided by Fish Technology and managed by social-media firm Blondefish, has been used at nightclubs in Belgium, Ireland and Germany during the past year as part of the company's Nightlife Exchange Project and Battle of the Clubs programs. Guests have updated their pages with comments about their locations and activities, along with photos of themselves and friends partying at particular clubs.

This year, thousands of participants in Susan G. Komen 3-Day walks are sharing their progress during the events with friends and family via an RFID solution, provided by Qnectus, that links them to their Facebook pages. Participants in the United States, who walk to raise money and awareness about breast cancer and early detection, receive RFID-enabled ID cards attached to lanyards, which they wear around their necks. As they begin their walk, an RFID-enabled station captures their information and displays an online message, such as "Today I start my 60-mile journey! Three days! Making an impact in the fight to end breast cancer."

It's not clear that companies and organizations get a hard return on investment from using RFID for social-media purposes, but that's not the point. The goal is to engage people with a cool new technology and have them promote a product, cause or event to others. And it appears to work. In 2010, Coca-Cola held a series of 10 festivals, known as Coca-Cola Village, in Israel. Most of the 6,500 teens who attended the events used RFID technology to share their experiences with friends and family through Facebook. The Coca-Cola Village Facebook page became the most popular page in that country, with some 650,000 daily post views.
To continue reading this article, please log in or choose a purchase option.

Option 1: Become a Premium Member.

One-year subscription, unlimited access to Premium Content: $189

Gain access to all of our premium content and receive 10% off RFID Reports and RFID Events!

Option 2: Purchase access to this specific article.

This article contains 776 words and 2 pages. Purchase Price: $19.99

Upgrade now, and you'll get immediate access to:

  • Case Studies

    Our in-dept case-study articles show you, step by step, how early adopters assessed the business case for an application, piloted it and rolled out the technology.

    Free Sample: How Cognizant Cut Costs by Deploying RFID to Track IT Assets

  • Best Practices

    The best way to avoid pitfalls is to know what best practices early adopters have already established. Our best practices have helped hundreds of companies do just that.

  • How-To Articles

    Don’t waste time trying to figure out how to RFID-enable a forklift, or deciding whether to use fixed or mobile readers. Our how-to articles provide practical advice and reliable answers to many implementation questions.

  • Features

    These informative articles focus on adoption issues, standards and other important trends in the RFID industry.

    Free Sample: Europe Is Rolling Out RFID

  • Magazine Articles

    All RFID Journal Premium Subscribers receive our bimonthly RFID Journal print magazine at no extra cost, and also have access to the complete online archive of magazine articles from past years.

Become a member today!

RFID Journal LIVE! RFID in Health Care LIVE! LatAm LIVE! Brasil LIVE! Europe RFID Connect Virtual Events RFID Journal Awards Webinars Presentations