Post Foods recently tested a Near Field Communication (NFC) RFID solution at a concert held in Miami, Fla., so that it could learn more about its customers, as well as provide them with access to music and videos. The company distributed boxes of Honey Bunches of Oats cereal, along with NFC RFID cards, that directed phones to questionnaires and downloadable music and videos. The solution did not require users of NFC-enabled phones to download an app. Instead, they simply tapped their phone against the card, and the phone’s reader captured that card’s unique identifier and accessed the URL associated with the Post Foods concert. There, they were prompted to answer a three-question survey about Post Foods cereal. Once the questionnaire was complete, a URL was opened on the phone, providing video and music streaming, as well as concert information. The marketing campaign, offered to every attendee at the event, gained a response via NFC technology from 14 percent of the 700 attendees who received NFC-enabled cards along with cereal samples. Learn how the firm may further test the technology during future campaigns.
Speaker:
Mike Foley, Senior Brand Manager, US Hispanic & Export, Post Foods
