Cadbury Offers RFID-Enabled Social-Media Sharing on Facebook during Summer Olympics
While athletes are trying to perform the best of themselves at the 2012 London Summer Games, visitors can share their experiences via RFID-enabled social-media sharing at Cadbury House in Hyde Park.
There, confectionary company Cadbury is providing visitors with a tour of its chocolate-making history. At the same time, visitors can link photographs of their visit with friends and family on their Facebook account, by means of a hands-free passive ultrahigh-frequency (UHF) RFID system created by Dwinq, a social-media technology company based in Massachusetts.
Cadbury House is a large, purple, inflatable structure. As visitors enter Cadbury House, they can check in by placing their RFID badges next to a Facebook check-in station.
Since the 2012 Games began on July 27, Cadbury House has been receiving approximately 3,500 visitors daily. Guests come to view a museum-like exhibit of Cadbury’s history, sample the company’s confections, learn how chocolate is produced, play interactive games and share details about the visit with their Facebook friends, via RFID activation points.
What makes Dwing’s RFID solution different from most RFID-enabled social-media technologies is that it allows users to send pictures and updates to their Facebook page without having to tap a card against a reader.
Before entering Cadbury House, a visitor is offered an ID badge which contains an EPC Gen 2 passive UHF RFID tag. The badge is worn around a person’s neck on a lanyard. The visitor then register his/her Facebook account information, which is linked to the ID number encoded to the badge’s RFID tag in Dwing’s software, explains Patrick Sweeney II, Dwinq’s president and CEO. Upon entering the exhibit area, the guest can then check in by placing the badge next to a “check-in spot” with a ThingMagic reader built behind it. A reader is installed in each area to capture every tag’s ID number.
“From the deliciousness of the Joyville Tasting zone experience to the magic of the Chocolatrium,” Sonia Carter, the head of Kraft Foods UK’s digital division says, “We wanted to give visitors the opportunity to share the joy and magic of the experience with friends and family, there and then.”