VIP’s at Microsoft’s Advertising Week in New York City are being issued special RFID bracelets that allow Microsoft to trace their steps and see what’s generating the most interest at the conference.
Throughout the event area Microsoft has set up RFID sensitive kiosks that record who is visiting what station and how frequently. Microsoft uses the data collected by the kiosks to display “heat maps,” on plasma screens placed throughout the venue, allowing attendees to see the most popular attractions.
The bracelets also help control access to special seating areas and allow VIP’s to bypass lines. The bracelets are reserved for some 3,500 Microsoft VIPs, comprising mostly agency executives and client representatives.
Microsoft is hosting Advertising Week in an effort to help promote its Microsoft Advertising brand. The event began on Monday and will continue through Friday, September 25.
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