RFID technology, via a red bracelet, was the key to attendee experiences at Advertising Week. These bracelets were uniquely associated with visitors during registration and provided real-time information that allowed us to execute and personalise our event tactics. Bracelet holders got access to VIP seats at conference events, “insider” text messages, entry to The Microsoft Loft, an all-day and late-night party, plus free rides in branded pedi-cabs and XBOX and ZUNE giveaways. Twitter updates, live Bing “heat maps” tracking bracelet use and Facebook posts built buzz, demonstrated the power of convergence, and brought the Unified Theory of Advertising to life.

We started with the brand’s new, distinct visual identity – RED. Then, we ignited the Advertising Week community using technology: RFID throughout venues, Microsoft-hosted events, created The Microsoft LOFT and synced it all to users’ phones and online. We created the perception that Microsoft Advertising was everywhere.

We launched the new brand image to over 12,000 conference attendees, assembled 893 RFID participants, collected 452 opt-ins, and sent over 20,000 unique text messages.Finally, we demonstrated the power of UNIFYING. We brought together the people, technologies and creative energy that embody our client, delivering a cohesive and impactful campaign experience.