AT&T NFC – Tap, Register, Win Driving Consumer Engagement
October 1, 2014
Marketing Innovation Agency Now Holds Three Patents

Fusion92 partnered with AT&T, a primary sponsor Southern Living Idea House, to provide a unique way to register and enter into the 2014 CMA Music Festival Ultimate VIP Experience Sweepstakes, where three lucky winners will each receive a pair of tickets to all four days of the CMA Music Festival, hotel accommodations, and a $250 gift card.

AT&T asked Fusion92 to concept, design, develop, install and support a solution, while incorporating AT&T’s U-verse and Digital Life products, that would engage visitors of the Southern Living home during their tour experience. Instead of taking the traditional route of QR codes or short codes, we developed a standalone reverse NFC network that allowed the visitors to “tap-to-win.”

Visitors of the Southern Living Idea House, upon arrival, were given an NFC card, that would be used to enter them into the sweepstakes. Four digital displays were staggered throughout the tour: each display having an affixed NFC card reader. In order to be eligible for the sweepstakes, visitors were required to visit and “tap” all four displays. A successful tap displayed a registration message, as well as a factoid related to the Southern Living Idea House. At the end of the tour, sweepstakes participants approached the fourth and final display, at which they were instructed to finish the registration process, either on-line or at one of the onsite registration kiosks, also developed by Fusion92.

Using NFC technology allowed for a unique and engaging experience for the visitors, while providing AT&T with valuable consumer engagement. In turn, this installation drove the visitor to multiple locations throughout the Southern Living Idea House, and provided AT&T with a marketing avenue to showcase their brand, as well as their U-Verse and Digital Life products.

Fusion92 implemented a seamless NFC network throughout the Southern Living Idea House. Each NFC card registration was tracked in a database and tied to a unique number. This was then connected to the visitor at the end of the registration process. Ultimately, this database will be used to randomly select the three winners of the sweepstakes.

Concepting and developing this solution for AT&T reinforced our passion for bridging the gap between consumers, traditional and digital experiences with new technology. As we find new mechanisms to engage consumers, we challenge ourselves to adapt, modify and incorporate them into our suite of services. Check back to learn more about the technologies we’re exploring for our clients, or simply subscribe to our RSS feed.

"The lab was born out of a desire to create a space where people feel inspired to share their ideas, leading to better collaboration and more breakthrough thinking." – Jacob Beckley, VP of Innovation