A queue down the street.Nothing to show for it on Monday.

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.

You do, and we are the processor, which also means we cannot hand it to you in a form we do not hold. The brand is the controller of the records collected in its own activation. We process them under contract. In practice that means exports, deletion on request, and no arrangement where your audience quietly becomes ours.