At advertising agency Allen & Gerritsen’s two East Coast offices, the traditional pencil-and-paper game of tic-tac-toe has been transformed into a virtual, two-city contest using digital displays and featuring images from staff members’ Instagram accounts, along with Xs and Os, via RFID readers and tags.
The company has been testing RFID technology as one strategy to bring new consumer engagement to the world of marketing. But while its goal is RFID-enabled marketing strategies for its clients, the firm’s own employees are having fun with it in the meantime.
The company’s research-and-development unit, A&G Labs, launched two years ago, has been experimenting with RFID and other technology innovations. Last week, the company installed an RFID system enabling players at two of its office to engage virtually.
The game consists of a LF passive RFID tag attached to each playing piece, as well as RFID readers built into squares on the board that are linked to the Instagram pictures via A&G Labs software. As employees at the agencies play the new game, the company hopes to demonstrate to clients how RFID could bring greater excitement to marketing.
The game not only brings staff members from the physically separated offices together, but also serves as a promotional piece for the agency’s technology innovations. Clients can view the game, while workers are being invited to create ideas around ways in which RFID could be used by those clients.