We’re always intrigued by new technology and how it transforms the way we live, work and play. Sports is an interesting industry to watch and spot emerging practices that could change how we experience events in the near future. Radio Frequency Identification (RFID) and Near Field Communication (NFC) are two budding technologies that may have significant impact on fan engagement.
RFID is a small chip that can be embedded in a device to transmit data. RFID technology is commonly used in security badges as a way to track traffic in and out of a facility, or in mass transit systems where riders can use a “smart card” to track usage. The locator capability of this technology opens a lot of opportunities in sports. Manufacturers, for example, are experimenting with products like golf balls that can never be lost, and in racing events to track runners on the course.
From a branding perspective, companies are starting to consider ways to use RFID. ASICS saw an opportunity to use the technology to engage fans during the New York City Marathon. They developed a promotional campaign that prompted race supporters to record a message for a runner. Throughout the course, RFID receivers picked up transmissions from runners, which prompted a playback of the recorded message on jumbo screens. Runners got a jolt of inspiration when they needed it most and thousands of fans shared in the experience thanks to ASICS. In the future, RFID technology at sporting events could create the potential for brands to personalize messaging or create displays that respond to fan activity. Each engagement creates a memorable experience and builds brand affinity.
NFC is similar to RFID, but at a much closer range. “Pay and Go” terminals are the most common examples of NFC. This is where you can swipe your card or your smart phone at a terminal to complete a payment transaction. Sports arenas have started using NFC to speed up concession and merchandise transactions – which allows the sports fan to get back to the game quickly. Some venues are also experimenting with NFC terminals for ticketing, and may be a solution to the problem of counterfeit tickets.
Beyond retail transactions, there are other potential applications of NFC in the sports arena. Brands could use NFC terminals for fans to “check in” for a loyalty program or to receive exclusive content through a mobile device. For example, a fan at their seat could swipe their mobile phone on the armrest and have instant access to promotions or participate in an interactive contest with other fans.
Technology like RFID and NFC make it possible for brands to create a more dynamic fan experience. Big players like Apple, Google and Verizon are actively developing devices that enable this technology, and as they become more available, we anticipate seeing a lot of brands using them as an effective way to engage sports fans.
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Tags: Apple, ASICS, Brands, Google, Marketing, Near Field Communication, New York City Marathon, NFC, Radio Frequency Identification, RFID, Running, sports fans, Verizon