Brand Activations
For its holiday celebration, Google partnered with CrowdPass and CrowdSync to deliver an immersive, technology-driven activation that combined visual impact with operational control. Using NFC-enabled LED wristbands, Google created a dynamic guest experience while seamlessly managing open-bar access across the event.
By leveraging CrowdPass × CrowdSync, Google was able to unify experiential lighting effects with secure access and consumption management.
Each attendee received an NFC-enabled LED wristband programmed with custom colors and lighting effects tied to designated LED zones throughout the venue. The wristbands enhanced the atmosphere while also serving as each guest's digital credential for bar access.
Drink tokens were pre-programmed directly onto each wristband based on the attendee's assigned LED zone. This allowed Google to control drink allocation dynamically without physical tickets or manual tracking.
Each bar station was equipped with a CrowdReader connected to WiFi. Guests simply tapped their wristband to the reader to redeem a drink. When a valid token was available, the CrowdReader flashed green to confirm redemption.
Once an attendee reached their drink limit, the CrowdReader flashed red, instantly signaling that no drink tokens remained — eliminating confusion for both guests and bartenders.
CrowdPass handled the pre-programming of wristbands prior to the event, ensuring each attendee's drink tokens and LED zone assignments were accurately configured. On event day, the system ran in real time, allowing for fast, contactless drink redemption while maintaining strict control over consumption.
Each attendee received an NFC-enabled LED wristband programmed with custom colors and lighting effects tied to designated LED zones throughout the venue — enhancing the atmosphere while serving as each guest's digital credential for bar access.
Drink tokens were pre-programmed directly onto each wristband based on the attendee's assigned LED zone, allowing Google to control drink allocation dynamically without physical tickets or manual tracking.
Each bar station was equipped with a CrowdReader. Guests tapped their wristband to redeem a drink — green flash to confirm, red once an attendee reached their drink limit, eliminating confusion for guests and bartenders.
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