As sponsor of Robbie Williams Take The Crown tour, which ends today, Samsung has been presented with a captive audience of as many as 90,000 people per night. So what better time for an experiential marketing campaign leveraging mobile technology?

Working together with agency Brand and Deliver and tech provider ID&C, Samsung has handed out more than 200,000 RFID wristbands to attendees over the course of the tour.

Unlike the normal wristbands you might expect to get a gig, these arent used to get into the venue, but to access online content – including a competition and a offer promo from EE – by being tapped to an NFC-enabled handset. Users could also link the wristband to their Facebook account to share Robbie Williams images with their friends.

For attendees without an NFC phone, meanwhile, brand ambassadors were roaming the venues with a Samsung Galaxy Note II to show off the handsets capabilities.

The problem with such huge crowds, however, is that theyre simply so … big. Speaking to someone who had attended one of the dates, she had no idea that the wristbands were being handed out, let alone had any interaction with them.