RFID-enabled Ryder Cup experience wristbands were distributed to 100,000 visitors at Gleneagles, Scotland, who could use the technology to access entry to the site, enable cashless payments and participate in interactive activations.
Active Scotland’s Walk the Course initiative encouraged spectators to visit as much of the site as possible, with prizes up for grabs for those who used their wristbands to check in at RFID points the most.
Standard Life Investment’s The Ryder Cup Experience used the wristbands to let participants record their golfing progress on social media and collect a souvenir photo, while visitors tapped their wristband to request a test drive on the BMW course. Sky Sports guests used RFID to share social media content at its putting activation.
Visitors could also virtually ‘high five’ either the European or American teams throughout the venue, which instantly shared a message of support on the wearer’s Facebook and Twitter pages.
Antonia Beggs, operations director for the 2014 Ryder Cup, said: "Ryder Cup Europe wanted to lift the event this year beyond the standards set previously. As social media, smartphones and mobile internet have become a part of everyday life, RFID technology seemed a natural choice.
"We have had extremely positive feedback from both the audience and from sponsors, who are always looking for additional ways to amplify their sponsorship. We are certain that RFID and the interactivity that it brings will become the future of major sporting events. We are very proud to be one of the first to offer this to our audience."
Serge Grimaux, chief executive of Intellitix, added: "Social media integration is now important to every single professional sport. An experience doesn’t just happen in the moment anymore. Fans want to remember and share every moment with their friends and family.
"It’s important for sports to facilitate this in order to continue to grow their audiences and fan demographic, solidify the link they have with their fans and provide the fully immersive event that people have now come to expect."
- 46% of visitors pre-registered wristbands
- 100,000 wristbands were distributed
- 44,527 total interactions
- 33 RFID social media touchpoints located across the course
- Seven different activations to take part in, including BMW, Standard Life Investments and Sky Sports activations
- 59,176 email accounts linked to wristbands
- 44% of people who took part were aged 45-65 years old
- 5,818 miles walked by visitors on the ‘Walk the Course’ activation
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine .