Lexus, the exclusive automotive partner of last month’s U.S. Open Championship, relied heavily on RFID to extend its branding message well beyond attendees at the prestigious tourney.
Lexus reached hundreds of thousands of followers on social media by utilizing a revolutionary social media operating system (SMOS) powered by RFID-enabled lanyards and Facebook. The system was provided by dwinQ, which specializes in elevating traditional event marketing into the social world by amplifying on site activations and sharing them in real time on social channels.
“We used dwinQ’s social media operating system at all three of our golf sponsorship events because it deepens the user experience by allowing them to share in real time. Additionally, it improves our event return on investment,” said Adrian Si, events and partnerships manager for Lexus. “The technology is really plug and play – we can have our creative teams capture videos, pictures, trivia games, really whatever they can think of and dwinQ’s SMOS instantly connects that activity to Facebook, Twitter, YouTube, etc. – so their friends and family can engage with the Lexus brand as well.”
During the U.S. Open, guests at the golf courses who visited the Lexus Performance Drive Pavilion were automatically able to connect to their friends during the events by posting on their Facebook pages via the SMOS. dwinQ’s platform immediately transmits professional photographs, on-site activations, and real-time videos to the Facebook pages, Twitter feeds, and YouTube accounts of those attendees who opt-in to the system. The system is powered by RFID-enabled lanyards that interact with embedded RFID readers in kiosks and other displays.
“Event marketers are collapsing under unyielding pressure from C-level executives to increase ROI and leverage social media,” says Patrick Sweeney, dwinQ’s CEO. “dwinQ’s platform solves both issues and creates a much richer on-site experience. The truth is, all brands have great creative agencies. What dwinQ does is take their hard work activating an event and amplifies it to a larger audience by making it social. The social connection enables brands like Lexus to unearth a treasure trove of data on the event attendees and their networks. Socializing events and gathering data are key pieces of a modern day marketing mix.”
Due to the popularity of last year’s RFID-enabled events, Lexus again deployed a social challenge using RFID cards. Guests accrued points by swiping their RFID lanyard at kiosks throughout the course, and the guest with the highest score at the end of the week was awarded two tickets to the 2014 U.S. Open.
dwinQ’s SMOS is leveraged at live event and venues globally and maintains constant connectivity to social channels despite on-site bandwidth issues. Users can engage with the platform using a number of personal identifiers, from mobile phones to RFID tags and bracelets.