How This Wearable Tech Device Provides Custom Marketing at Large Events - 1 views
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How This Wearable Tech Device Provides Custom Marketing at Large Events
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rnobl005 on 15 Jul 18I was hoping there would be a chance to share this article during the semester. This article from 2016 discusses an RFID bracelet that allows the event host to collect information on the attendees - however it doesn't have to be personal data, it's more about their interests and then using this information to create a memorable experience. Interactive marketing is a dominant force in the industry. Many consumers feel as though they need to connect to a brand before they work it into their lives. Technology can aid that process along.
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On November 2 at the 50th Annual Country Music Association Awards in Nashville, a new tech product debuted that offers a different way for planners to communicate directly with their attendees
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Hurdl has created a wearable device that has applications at a variety of events such as festivals, sporting events, trade shows, and fund-raisers. The brains of the wristband are housed in a circular LED button called a Pixl that attaches to the wristband. Guests receive a band upon arrival at an event, and then activate it by texting the unique code associated with their band to a phone number. In response, the guest receives a text that has an opt-in privacy policy and asks a series of questions created by the event host to gather the data they want for the event.
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“The client can ask any question. 'What team are you cheering for? What’s your favorite song? How are identifying your gender?'” says Hurdl co-founder Betsy McHugh. “From that point forward, the event happens, and your wearable will light up based on your unique answers. For example, if Beyoncé wants to light up all the single ladies, or a sporting team wants to light up all the people who served in the military.”
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Once the guest activates the wristband via text, the event host can communicate directly with that person. “Now that we’ve built this one-to-one communication network … you get to not only be part of the experience, you can also can get a text from the host. It could say, ‘Go to the concession stand to get a free Coke for the next 10 minutes,’ or ‘Go to the merchandise stands and you’ll get 10 percent off,” McHugh says.
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In a trade show environment, Hurdl’s algorithm can analyze the anonymized data to help sponsors and exhibitors target messaging to specific attendees.