RFID Talk Blog

Cadbury turns to RFID for brand promotion during Olympic Games

Cadbury has found the sweet spot for promoting its brand during the Olympic Games in London that begin tonight.

Cadbury, the official treat provider of the London 2012 Olympic and Paralympic Games, is utilizing technology from dwinQ to create an interactive social media experience at its Olympic Games presence, the Cadbury House, located in Hyde Park, London.

The Cadbury House is using RFID and a solution from dwinQ to allow guests to interact seamlessly with their Facebook pages.

dwinQ, the creation of ODIN RFID founder and CEO Patrick Sweeney, is providing photo kiosks, roving photographers, check-in stations, and Like boxes all connected directly to guest Facebook accounts through RFID-enabled VIP badges.

Cadbury expects 50,000 people to visit the exhibit and capture and share memories on Facebook during the Olympics’ two-week run. The solution allows guests to interactive with numerous games while simultaneously amplifying Cadbury’s brand messaging to hundreds of thousands of people beyond the event attendees.

“We’re really excited about using dwinQ’s RFID and social media sharing technology in Cadbury House,” says Kirsty Band, Cadbury Brand Manager. “The magical experience of Cadbury House will be open for the full 17-day Games period, and people will inevitably want to share their experience with their friends so that they can come and enjoy Cadbury House as well. By making this as convenient and easy as possible for our visitors through instantly shareable photos, Likes and Check-ins, we hope to spread the joy of Cadbury House far and wide.”

Armed with RFID badges provided by Cadbury, attendees will be able to capture images at photo booths and automatically post them in real-time to Facebook. By simply standing on the podium to have a picture taken or waving an RFID badge in front of a Like box, a tagged photo or Like post will be uploaded automatically.

“Just a few years ago the Cadbury House experience would have been limited to those people attending the Olympic Games. Thanks to dwinQ, Facebook and the power of social media, the guest experience will be shared with millions of their friends in real time,” says Sweeney. “Attendees do doing nothing more than enjoy the experience. Cadbury is showing other companies how to get the most out of events through social media and branding while providing a valuable benefit to guests.”

The Cadbury House experience features approximately 2,100 square feet of real-world unique interactive experiences – from the Chocolate Vault that reveals Cadbury’s secret to delicious chocolate to the Guest Podium that gives them the chance to grab some sports equipment, wave their RFID pass and stand on the podium while photos instantly upload to Facebook and tag everyone in the photo.

For attendees, there is no need to reach for mobile phones or wrestle with logging in or manually tagging friends – they can simply enjoy the moment while dwinQ’s patented social media platform captures everything in real time and shares it directly on their Facebook account.

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