A process includes receiving a first message that is generated in response to a first client computing device associating with a first activation device. The first message includes a first client computing device identifier associated with a first user of the first client computing device and a first activation device identifier for the first activation device and identifying, based on an association configuration and the first activation device identifier, a first virtual device that is associated with the first activation device. The process may further include identifying, based on the first virtual device and the association configuration, a first application associated with the first virtual device, and running the first application associated with the first virtual device in response to the first message.