Businesses Make Clever Use of RFID Tags to Engage with Customers

The Rock ‘n’ Roll Marathon Series has long equipped runners with radio-frequency identification tags to track their location and accurately measure their start and finish times. For the most recent series of runs, sports marketing agency rEvolution came up with a twist on that RFID use. Evolution let family and friends write words of encouragement and then displayed those messages electronically on a large LED display along the race course. The notes were beamed to the display when each runner’s tag signaled the the runner was passing.