The confectionery brand, which is the official treat provider of the London 2012 Games, will give the cards to visitors who register at its Cadbury House when it opens next week (27 July).
The service uses the same technology found in Oyster cards and links to either Facebook or an email account. When scanned at touchpoints inside the House, the card will send a photo, message or status update to Facebook.
The technology, which Cadbury claims will “revolutionise the way that consumers experience events” , will also tag friends before the picture goes out.
Kirsty Band, brand manager at Cadbury, says: “By making this as convenient and easy as possible for our visitors through instantly shareable RFID technology, we hope to spread the joy of Cadbury House far and wide.”
Cadbury is opening the hub as part of BT’s London Live activity. A celebrity “curator” for the House will be revealed next week who will meet visitors.
The hub is an extension of Joyville, Cadbury’s long-term communications platform which was unveiled earlier this year in a bid to reconnect its brand marketing to its products.