Working with Sparklestreet Creative Adventures and trend-leading media partners, official sportswear provider Adidas produced 12 unique evenings during the Games, at a 600 capacity pop up venue in East London. Events included a first gig in the capital since 1995 for The Stones Roses, an immersive screening of The Chemical Brothers’ movie Don’t Think, and live performances from Factory Floor and Wretch 32.
With the organisers incorporating Intellitix systems and ID&C RFID wristbands, ticketholders were able to generate an online audience of 2m for The Stones Roses by linking with Facebook. The technical edge also included a secure access control system and a ‘cashless’ bar, with guests’ wristbands and cards preloaded with drinks tokens.
“Nearly 10,000 VIPs, Olympic athletes, celebrities, crew and artists had to be hosted and provided with hospitality,” Gary McClarnan, CEO of Sparklestreet Projects, said. “Intellitix and Stormcrowd [consultancy] provided 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.”
“[Pop up venue] Adidas Underground was the most fully integrated use of RFID ever witnessed in the UK,” Intellitix co-founder, Serge Grimaux, added. “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.”