Kia Motors Australia has partnered with Jacob’s Creek to launch a radio frequency identification (RFID) based program, Courtesy Ride, to prevent alcohol-related incidents and share the tennis experience.
Tennis goers must first register for the scheme upon entry to Melbourne Park. Those who do will receive a RFID-enabled lanyard which can be linked to a Facebook account on site.
From there, registered tennis fans can claim free rides in a Kia car to either Southbank or Southern Cross railway stations by tapping their lanyards on the Kia and Jacob’s Creek RFID towers located in the Grand Slam Oval and Open Dining sections.
In addition, RFID technology will enable attendees to share experiences through social media and engage with brands during the tournament. In addition, by tapping other sponsors’ towers, customers will be eligible for a range of promotions.
“This year’s Australian Open will see the biggest activation of RFID technology in Australia,” Pernod Ricard Australia’s Julien Hermard said.
“Last year, Jacob’s Creek launched The Wine Line, an initiative to help wine drinkers better understand how much alcohol they are consuming. This year… we’re thrilled to be partnering with Kia to help get tennis fans who may have had a drink responsibly home safely from the Open.”
Follow Nermin Bajric on Twitter: @nermin_au