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MangoMOBILE earlier this week introduced an applications suite for tradeshows and events aimed at capturing attendee data and identifying marketing opportunities for sponsors of shows. The suite combines networked handheld computers, radio frequency identification (RFID), and a variety of wearable devices.
Mango, the technology arm of the Radiate Group, a collection of advertising and marketing agencies owned by Omnicom, has been working on the RFID application for the past six months. The company recently called on Precision Dynamic Corp. (PDC) and Psion Teklogix to complete the solution.
"Our clients are always looking for ways to connect with consumers better, both onsite and following the event," says TJ Person, Mango Mobile president. "With their permission, we provide them information through the RFID platform based on their interests."
Person says Mango will consider several wearable applications, including PDC's Smart Band wristbands, and other 13.56 MHz and 900 MHz RFID tags.
The ad company's recent entrance into RFID taps its expertise in wireless and mobile marketing technologies, such as text-messaging ad campaigns, mobile Web site development, ringtone distribution and mobile ad planning and buying.
Mango isn't the first advertising and marketing company to dabble in RFID. It has become a growing trend across the ad industry to either outsource projects or co-develop applications with technology companies.
Omnicom acquired Mango in February 2007 for its expertise in mobile marketing.
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