Oprah’s The Life You Want Weekend is an eight-city arena tour and transformational weekend featuring Oprah Winfrey and a team of inspirational guests, sponsored by Olay and Toyota. 80,000 attendees are expected, each of them receiving a PixMob wristband to create a sense of community.
During this two-day show, Oprah brings her personal story and insights to help people “find [their] calling, and summon the courage to live it.” Featured guests, known as Trailblazers, include thought leaders and pop culture icons such as Iyanla Vanzant, Eat Pray Love author Elizabeth Gilbert, Pastor Rob Bell, and Deepak Chopra.
The weekend experience of self discovery, and energy of Oprah’s Weekend is amplified at O Town, a pop-up exhibition space sponsored by Olay and Toyota.
Upon entering O Town or the arena, each attendee receives a silicone O Tour Wristband with an embedded RFID Mifare chip. Dubbed LifeBands by some fans, the PixMob bracelets are an elegant and connected giveaway for participants.
Radio frequency identification (RFID) is a generic term that is used to describe a system that transmits the identity (in the form of a unique serial number) of an object or person wirelessly over short distances, using radio waves. RFID readers capture data on tags and transmit it to a computer system.
The fusion of PixMob light up wristbands with integrated RFID technology and the Thuzi Presence Platform is unprecedented. Every aspect of the tour is completely integrated, and social. The O Tour Wristband is fast, fun and feature rich, and provide a frictionless experience.
At O Town’s opening weekend in Atlanta, each brand offered different activities for the visitors.
Activities offered by Oprah’s brand included:
- Photo stations
- A contest to win VIP passes
- Make your own O Magazine cover
- A social hub
- A 90% discount to join the Oprah Circle of Friends
Toyota offered notebooks, which could then be customized in an onsite workshop, as well as a photo station and lenticular prints. Olay dedicated a full space to beauty and proposed make-up, massages, samples and personalized advice. Other sponsors handed out samples, coupons, provided an expression wall, and ran contests for home redecoration and clothing prizes.
O Town facilitated successful brand activation for the sponsors. Visitors enjoyed an exciting and fun atmosphere as they were offered gifts, advice, and inspiration, fitting perfectly with the theme of the show.
O Tour Wristbands enable sponsor activations when an attendee taps their wristband. A real-time dashboard (on mobile phone, tablet or desktop) provides the sponsors with detailed analytics on who checked in, posted a photo/ video to social, took a survey, etc. All activations actions are tracked including which attendees have opted in for further communication with each sponsor. Sponsors receive individual reports for their activation only.
With the information gathered from participants at the registration desk, sponsors are able to connect directly with the visitors, provide better services and target their customer base.
Toyota had participants fill out a survey to get to know them better. Olay did the same, providing personalized advice and samples once the visitors entered their skin characteristics on a dedicated webpage.
Join the Oprah Circle of Friends
Tapping the wristband post your O Magazine cover picture on Facebook instantly
Connecting to Olay for skin information
The RFID wristbands also gave the brands leverage on social media. All visitors had the opportunity to post their status updates, pictures and tweets directly from O Town.
The O Tour wristband brand activation provides a triple benefit for the sponsors:
- The data collected gives them a better understanding of their customers, and ability to offer more targeted products and services.
- The unforgettable weekend experience directly helps increase their popularity.
- Mass broadcasting from attendees on social media brings additional visibility and builds a positive brand image.
The atmosphere during the show in Philips Arena was electric. When the PixMob LED wristbands lit up before Oprah appeared on stage, the applause and screams were deafening. At first surprised, they were totally mesmerized by the power of lights. Connecting crowd members to each other and to the speakers onstage, the LED wristbands made the atmosphere magical.
The bracelets lit up to amplify chosen moments throughout the show. The climax of the show was when Oprah’s fitness trainer came and made the crowd workout, in the arena. The bracelets lit up in sync with the music and the crowd’s movement.
Special thanks to :
WME, Harpo and Thuzi