The Hobbit‘s European Film Premiere Used RFID to Access Facebook

When 500 recipients of VIP passes showed up at the European premiere of The Hobbit: The Desolation of Smaug, their priority was to obtain photographs showing them at the event, in costume and standing next to the movie’s stars, and to share the pictures with friends.

To make that possible, Facebook and the film’s distributor, Warner Bros., opted for an RFID-based solution from Dwinq. As a result, the attendees’ VIP passes came with passive ultrahigh-frequency (UHF) EPC RFID tags, photographers carried RFID readers to interrogate those tags, and Dwinq’s Social Media Operating System software linked each picture with that person’s ID number, and then posted those pictures, along with The Hobbit logo, on his or her Facebook page.

During the single-evening event, the system connected the branded photos to nearly 100,000 individuals, based on an average of 240 friends for each of the 500 participants, with 132 percent sharing. This meant that the pictures not only reached 100 percent of the users’ own friends, but also any friends of their friends who may have liked or responded to the pictures.