Case Study Overview
Hurley launched the Score Card game to drive fan engagement across large-scale surf events, but needed a fast and reliable way to manage high-volume check-ins across multiple stations. Using RFID-powered check-in technology, Hurley delivered a seamless experience that supported over one million participants without delays or manual tracking.

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Hurley

Hurley is a surf and lifestyle brand founded in 1999 and headquartered in Costa Mesa, California. The company designs and produces apparel, footwear, and accessories rooted in surf, skate, music, and youth culture. Hurley regularly activates at large-scale surf competitions and brand events, including the US Open of Surfing and the Hurley Pro, where live fan engagement plays a central role in the brand experience.

The Challenge

Hurley introduced Score Card, a social media game built to drive engagement at major surf events and nearby Hurley retail locations. It was used at events like the US Open of Surfing, Hurley Pro, and the Australian Open of Surfing, with check-in stations set up on-site and at select local spots. The game was simple: participants needed to check in at 10 different stations. At each kiosk, players had a randomized chance to win Hurley gear (like hats, glasses, or bags). If someone checked in at all 10 stations, they were entered into grand prize drawings. To keep the game fair, only a player’s first check-in at each station counted for that day, and only that first check-in could qualify them for a prize. With crowds moving from station to station and prizes on the line, the check-in process had to be fast and reliable. Long lines, repeat scans, or glitches could disrupt the game and frustrate participants. Hurley needed a way to handle high-volume check-ins across all stations while keeping the experience smooth, accurate, and consistent.

The Solution

Hurley partnered with Serialio to power Score Card using a check-in system built on wireless contactless RFID touchpad technology. Each station was equipped with RF IDeas contactless smart card readers, allowing participants to tap in quickly and move seamlessly through the experience. The system validated each check-in in real time, ensuring:
  • Only the first check-in per station per day counted
  • Players received instant on-screen feedback on whether they’d won a prize
  • Check-ins stayed accurate across all 10 stations without relying on manual work
With quick tap-and-go scanning at each kiosk, the game could keep pace with the crowd, so participants spent more time enjoying the event and less time waiting in lines.

The Results

The first Score Card game launched at the US Open of Surfing in Huntington Beach, California—the largest action sports event in the world—drawing over one million visitors across nine days. From 8 a.m. to 5 p.m. each day, a steady stream of players lined up to take part in the experience across all check-in stations. During the event, the team discovered that the kiosks were not built to the original design specifications, which affected RFID read distance. That insight led to improving readability and overall performance for future activations. Despite that early learning, the results were strong. Hundreds of thousands of scans were completed during the event. As the Hurley team shared, “The Score Card games couldn’t have gone better. We were able to effectively engage a large number of participants, link the real world of surfing with the social media world, and most importantly, offer everyone a great Hurley experience.”

With the solution provided by Serialio and powered by RF IDeas readers, Hurley achieved its goal of creating a secure, measurable, wearable, and fun experience. The setup relied on Apple iPads paired with RFID readers connected via WiSnap Wi-Fi dongles, allowing the system to run reliably throughout the event without manual tracking. Following the success of the initial launch, Score Card continued at additional events, including the Hurley Pro in San Clemente, California. That activation expanded beyond the event site to include nearby retail locations and beach areas, proving the experience could scale while maintaining consistency and reliability.
1M+
Event Visitors Engaged
100K+
Successful Contactless Scans
Case Study Overview
Hurley launched the Score Card game to drive fan engagement across large-scale surf events, but needed a fast and reliable way to manage high-volume check-ins across multiple stations. Using RFID-powered check-in technology, Hurley delivered a seamless experience that supported over one million participants without delays or manual tracking.

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We were able to effectively engage a large number of participants, link the real world of surfing with the social media world, and most importantly, offer everyone a great Hurley experience

The Hurley Team

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