There are various ways to implement NFC based on how customers could interact with it. It includes consumers directly interacting with NFC tags using their smartphone or leveraging an NFC card that could communicate to the NFC tag-based HMI system. Adidas leveraged NFC to promote their new branded Originals store in Vancouver using the former method. Adidas used near-field communication in their contest “Hype Key” where their customers would be able to win prizes with these NFC tags provided by the brand on their newly launched Originals retail stores.
Adidas Hype Key: How Adidas Drove Customers To Their Store?
Adidas leveraged a unique campaign where Adidas teased their loyal customers through their Twitter handle by inviting them to a particular location for a surprise. Audiences that showed up to the surprise location were allotted with NFC-enabled Adidas Hype Key Cards. These limited cards were used to register users into a contest where users could win a limited edition Adidas shoes.
Out of all the followers, only the first 150 users to arrive at the given location received the Hype Key Cards. Only 50 contestants could win the prizes. The key holders were asked to visit Adidas’s Originals stores upon opening day. The users can then interact with the kiosk at the store with the given keys to see if they won the contest. Out of 150, only 50 contestants could win the special edition shoes from Adidas.
Campaign Rewards For Consumers & Adidas
NFC-based applications are highly tailored for particular applications resulting in various ways to create value. Adidas fairly rewarded the customers in this campaign while marketing their brand new retail store in a unique fashion. Adidas rewarded 50 lucky users with limited edition Adidas x Pharrell HU hiking shoes or Adidas NMD shoes in this small promotional event. In return, Adidas was able to get a lot of attention for their out of box thinking. Adidas received 76% of users opt-in in the regular newsletters; these newsletters would allow them to directly communicate and sell their latest offerings directly to their promising customers.
This campaign also allowed Adidas to launch its latest branded store Originals with phenomenal customer engagement right on the very first day, making it a huge success. What made this campaign so special was that Adidas reached out to the mass customers through Twitter and allotted them an NFC based hardware key. This campaign was hassle-free for users with no dependency on a smartphone, to download any app, or without any comprehensive signup process.
There are many outlines from this case study from which other brands can enhance their strategies. The silver lining of this study was that any campaign that allows ease of use to the customers while rewarding their time and efforts fairly would receive a great response from consumers. It would not be surprising to see more retailers and brands implementing NFC to create similar customer interest while creating a brand identity that stands out.
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