Everyone loved the activation.Nobody can prove it.

Not everywhere, and metal is the usual problem. An ordinary tag will not read reliably on or near metal, and a tag behind thick timber gave us trouble once too. Both are solvable with a shielded on metal inlay, which costs more. Otherwise it has run on an enclosed retail floor, across a city, and in an open festival field. The loop did not change; the creative did.

Only if you tell them what happens when they do. On a retail floor with staff and signage, seventy three per cent of taps became a registration. On a garment tag with nobody standing next to it, forty one per cent of taps became an entry. Where comprehension was left to chance, most sessions ended inside a minute. The mechanic is not the variable; the on ramp is.

Nothing, unless someone decides to do something, and most people do not. A tag stays live and stays updatable. On one deployment, page views were still landing four months after the activation nominally ended. Pointing those tags at the next drop is a database change rather than a print run, which is the cheapest campaign anyone can run. It only works if it is somebody’s job to remember.