RFID
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adidas Olympic parties raise the bar for RFID integration

RFID-enabled wristbands from ID&C and Intellitix helped to power the most exclusive private parties in London during the 2012 Olympic Games. Produced by official sportswear provider adidas in collaboration with Sparklestreet, the events welcomed celebrities, VIPs, competition winners and Olympic medalists to pop-up venue “adidas Underground” in East London. Twelve unique evenings curated by collaborator partners included the first London performance by the Stone Roses in 15 years.

Using Intellitix systems and ID&C RFID wristbands, an online audience of two million was generated when ticket holders linked their RFID-enabled wristbands with Facebook to check in and post photos using custom-built units within the venue. The suite of RFID technology deployed also included a secure access control system and a ‘cashless’ bar that guests could access through RFID wristbands and cards preloaded with drinks tokens. It marked the first time that an event in Europe relied on RFID for access control, social media integration and cashless payment.

“adidas Underground was the most fully integrated use of RFID ever witnessed in the UK,” says Intellitix co founder Serge Grimaux. “London 2012 was all about breaking new boundaries and everyone at Intellitix is proud to have achieved that for adidas on what was undoubtedly the hottest ticket in town.”

Gary McClarnan, CEO of Sparklestreet Projects and adidas Underground producer, says that his group was commissioned by adidas to produce a series of events for 12 different audiences in collaboration with 16 trend-leading media partners. Nearly 10,000 VIPs, Olympic athletes, celebrities, crew and artists were hosted and provided with hospitality throughout the 17 days. “Intellitix and Stormcrowd provided Sparklestreet with a reliable system that gave us complete control over remote satellite box offices, access and hospitality criteria, as well as pre and post social network communication,” he says.

“This project has raised the bar for RFID integration,” says ID&C operations director Steve Daly. “To happen during such an iconic time for the UK will take the profile of RFID technology to new heights, something we’re very excited to be a part of.”

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