HID Global - Tribeca Film Festival
AIM 2015 RFID Case Study Competition Participant
The Business and Technical Challenge
The mass adoption of smartphones opens up new and exciting opportunities for brands and retailers to use proximity marketing for customer engagement. In April 2014, telecommunications corporation AT&T was looking for innovative ways to promote the Tribeca Film Festival in New York City. The introduction of the Film for All Friday event encouraged existing and potential new customers to visit AT&T stores in order to receive free tickets for the festival, while experiencing new phones and offers.
Proximity marketing experts Tamoco and creative agency Partners + Napier created a campaign using Near Field Communication (NFC) to enable customers at AT&T stores to tap and interact with their smartphones, in return for a maximum of two free tickets per participant.
The campaign was a resounding success with 8,232 customer interactions and no remaining tickets left after just four days, an unprecedented level of response in NFC marketing.
Tamoco made this campaign possible through collaboration with creative agency Partners + Napier, telecommunications corporation AT&T, secure identity solutions provider HID, web ticketing service Eventbrite and the Tribeca Film Festival.