Company promotes RFID for anniversary campaign

The "100 Uses of RFID" campaign was devised with AOR Lois Paul & Partners to expand awareness of RFID as ThingMagic prepares to celebrate its 10th anniversary on September 20.

Client: ThingMagic (Cambridge, MA)
Agency: Lois Paul & Partners (Woburn, MA)
Campaign: 100 Uses of RFID
Duration: July 19 – December 2010
Budget: $30,000

ThingMagic develops radio frequency identification (RFID) technology for a wide range of industrial and consumer applications. Customers include global retail, automotive, and healthcare companies. Director of marketing Ken Lynch says the "100 Uses of RFID" campaign was devised with AOR Lois Paul & Partners to expand awareness of RFID as ThingMagic prepares to celebrate its 10th anniversary on September 20.

“There hadn't been a lot done by vendors or media that communicated that RFID is more than supply chain applications,” Lynch explains. “We wanted to communicate the significant advances in the technology, [such as] the emergence of embedded RFID tech." The company also wanted to build its social media profile.

Strategy
Every day for the 100 days leading up the September anniversary, the team is posting a different use of RFID online, including on a landing page.

Ted Weismann, SVP at Lois Paul & Partners, explains that communicating online broadens coverage appeal, and that they conducted media and blogger outreach aligned with the specific RFID uses, such as within transportation or education. Discussing RFID advances over the last 10 years also contextualizes ThingMagic as a pioneer and highlights the anniversary.

Tactics
A press release announced the campaign, but outreach is ongoing. The campaign targeted business, RFID, IT, and vertical industry outlets. Lynch, ThingMagic's founder and CTO Yael Maguire, other ThingMagic executives, and select customers (including MIT Media Lab) conducted media and blogger briefings.

The microsite not only shows uses of RFID, but also links to related blog posts, video, case studies, and a form for lead generation. ThingMagic also used its blog, Twitter, and YouTube, which uses video to showcase uses or RFID.

Results
ThingMagic.com drew 13,320 unique visitors in July, up from the average of 8,000 per month. August saw a record number of visitors: 13,995. Lynch adds that this campaign has driven more traffic increases than any other campaign to date. He adds that the company has received 12 inquires to date about using RFID.

Social media also drove visitors to ThingMagic.com, Lynch says, with visits increasing 125% from June to July. The campaign also garnered coverage in outlets such as Read Write Web, Xconomy, FierceMobileHealthcare, and Wired.com.

Future
The anniversary celebration is currently being planned. This fall, the team will produce video interviews with industry professionals about RFID uses and ThingMagic.

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