Intellitix has powered the most exclusive private parties of the London 2012 Games. Produced by official sportswear provider adidas in collaboration with Sparklestreet, the events welcomed celebrities, VIPs, competition winners and Olympic medalists to pop-up venue “adidas Underground” in East London. Twelve unique evenings curated by collaborator partners included the first London performance by the Stone Roses in 15 years.
Using Intellitix systems and ID&C RFID wristbands, an online audience of 2 million was generated when ticket holders linked their bands with Facebook to check in and post photos using custom-built units within the venue. The suite of RFID technology deployed also included a secure access control system and a ‘cashless’ bar with guests’ RFID wristbands and cards preloaded with drinks tokens.
Gary McClarnan, CEO of Sparklestreet Projects and adidas Underground producer says: “We were commissioned by adidas to produce a series of events for 12 different audiences in collaboration with 16 trend-leading media partners. Nearly 10,000 VIPs, Olympic athletes, celebrities, crew and artists had to be hosted and provided with hospitality throughout the 17 days. Intellitix and Stormcrowd provided Sparklestreet with a reliable system that gave us complete control over remote satellite box offices, access and hospitality criteria, as well as pre and post social network communication”
“For such an intense and complex project, I am pleased that we were able to deliver a great suite of services that simplified and enhanced what was a unique experience for all involved,” says Steve Machin, managing director of consultancy Stormcrowd. “Intellitix was the obvious solution for the venue activation and their team stepped up to the challenge.”
Intellitix co founder Serge Grimaux states: “adidas Underground was the most fully integrated use of RFID ever witnessed in the UK. London 2012 was all about breaking new boundaries and everyone at Intellitix is proud to have achieved that for adidas on what was undoubtedly the hottest ticket in town.”
ID&C operations director Steve Daly comments: “This project has raised the bar for RFID integration. To happen during such an iconic time for the UK will take the profile of RFID technology to new heights, something we’re very excited to be a part of.”
Alongside the Stone Roses performance, the 12 nights also featured an immersive screening of The Chemical Brothers’ movie ‘Don’t Think’, live performances from Factory Floor and Wretch 32 as well as collaborations with magazines Green Soccer Journal, Volt and RWD, cycle maniacs Rollapaluza and modern art movers Moniker Projects. The closing party was “running things” – a celebration of UK street style from Crooked Tongues.
Intellitix is a global provider of RFID access control and cashless payment systems for live events. Since 2011 the company has activated over 2 million RFID tags at music festivals and live events. With offices in the USA, Canada and the UK, Intellitix technology cuts queues to a minimum and eradicates ticket fraud and unwanted resale, while its social media tools more closely connect promoters and brands with their audience.
Stormcrowd is a boutique entertainment and media consultancy focused on creating value where social media and commerce intersect with digital entertainment products including music, film, television, tickets, and videogames.
ID&C is a leading supplier of RFID wristbands and security accreditation to the global event industry. For over 17 years, the company has delivered cutting edge wristband technology to some of the world’s largest festivals and since 2011 has supplied more than 1 million RFID wristbands and passes to events around the world.