NEW BALANCE

Category
CHINA, EVENT RFID & CRM INTEGRATION

Challenge

Deliver an RFID-enabled experience for New Balance’s massively popular grassroots events in China.

 

Insight

Football players are by nature competitive, and what better way to drive social chatter and trial of its new shoe models than via a carnival series of passing and scoring challenges complete with leaderboard rankings.

 

Solution

All onsite operations, game concept and execution were enabled through profile/object recognition via RFID and integrated with a back-end CRM platform.

 

“G&P’s integrated RFID solution for event registration, player scoring, ranking and social sharing contributed immensely to the success of the New Balance Global Football grassroots event in Shanghai and Beijing. Despite the overwhelming response, the field trial of our latest footwear was smooth, fun and engaging for all involved.” – Fan Luo, Sports Marketing Manager, New Balance China