Case Study
How Hurley Leveraged Technology to Streamline the Event Experience for Thousands
Industry: Surf Apparel & Accessories
Events: US Open of Surfing, Hurley Pro, Australian Open of Surfing
Attendees: 1 million+
The Company
Hurley is a name synonymous with beach culture. With deep roots in surfboards, surf-ready apparel, and the laid-back California lifestyle, the brand has long been a cultural force across art, music, skateboarding, and fashion. It’s earned respect from surfers, streetwear lovers, and even corporate boardrooms.
Like many youth-focused brands, Hurley has embraced social media headfirst. In previous years, the company introduced a social media game, Score Card, that was used at events like the US Open of Surfing, Hurley Pro, and the Australian Open of Surfing, along with tie-ins at Hurley retail stores and nearby local spots. The game encouraged participants to check in at different locations linked to their Facebook, Twitter, and Foursquare accounts. At each kiosk, players had a randomized chance to win Hurley gear like hats, glasses, or bags. Those who checked in at all 10 stations were entered into grand prize drawings.
Industry: Surf Apparel & Accessories
Events: US Open of Surfing, Hurley Pro, Australian Open of Surfing
Attendees: 1 million+
The Challenge
The Score Card game was built around the Hurley brand experience, and with so many participants and giveaways, the goal was simple: make sure everyone had fun and left happy. To win, players needed to check in at all ten stations, but only their first check-in at each location would count for that day, and only that check-in could qualify them for a prize.
To make this work, the Check-In process needed to be fast, simple, and reliable. Long lines or tech issues could ruin the experience. So, Hurley teamed up with Serialio.com to create a smooth solution: they integrated wireless RFID touchpad technology using contactless card readers from RF IDeas into their game system. This setup allowed players to tap in quickly at each kiosk and find out instantly on the screen if they had won a prize.
With crowds moving from station to station and prizes on the line, there was no room for delays or errors. Every kiosk had to work perfectly, every time. Hurley was counting on the technology to deliver a seamless experience and make their first Score Card game a success.
The Results
The first event, the US Open of Surfing in Huntington Beach, CA, was 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 Score Card game. One important takeaway from the event came from the kiosks themselves. They were not built to the original design specifications, which affected the read distance. Since then, the kiosks have been updated to improve readability and overall performance.
Despite the initial challenge, the Hurley team was excited to learn that hundreds of thousands of scans were successfully completed during the event. According to the team, “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.com and powered by RF IDeas readers, Hurley was able to meet its goal of creating a secure, measurable, wearable, and fun experience. On the Serialio.com side, this meant using an Apple iPad paired with a Bluetooth keyboard and charging the iPad in the field. The RF IDeas readers were connected through WiSnap Wi-Fi dongles to keep everything running smoothly. From the RF IDeas side, it was all about the reliable performance of their contactless smart card readers.
The game worked as planned and has since been featured at other events, including the Hurley Pro in San Clemente, CA. That event also involved local retail shops in the area, along with key locations on the beach. The Hurley team relied on Serialio.com and the RF IDeas technology to ensure the game’s success.
