Foxtel employs wearable technology to give AFL fans a more sensory experience

Foxtel and creative agency CHE Proximity announce a new 'alert shirt' which enables fans of Australian Rules Football the ability to feel what players feel physically in real-time

Foxtel's Fox Footy channel has launched a new marketing campaign using wearable technology to give AFL fans a more sensory experience of the game.

The new ‘alert shirt’ is a wearable technology featuring electronic sensors that give Australian Rules Football fans the chance to experience what players are experiencing physically during a match.

Real-time game data is transmitted via a mobile Bluetooth app to the electronics located in the shirt, which converts the information into sensations that simulate the live sporting contest. This includes tackles, scoring a goal, and the nerves a player feels before kicking a goal.

The campaign was created by Foxtel’s creative agency, CHE Proximity, using technology from wearable experts, We:Ex. The two companies also worked with AFL captains, Scott Pendlebury of Colingwood, Luke Hodge of Hawthorn and Trent Cotchin of Richmond, to get a deeper understanding of how the body feels during key moments of the game.

Data being used for the shirts, such as score and tackle data, was already being used to provide real-time information and updates through apps, technical director, Ben Moir, said in a promotional video to launch the campaign. The videos also include Pendlebury, Hodge and Cotchin explaining their physical reaction to a professional game and demonstrating some of the behind-the-scenes R&D.

The key to the new shirts is the combination of CPU and Bluetooth chip to relay the information as a sensory experience, he said.

The shirts can be used during live games broadcast on Fox Footy on Foxtel and will be available to AFL club members who purchase Foxtel, along with loyal Foxtel fans. The app required for the shirts is available on iOS and Android platforms.

“We know AFL fans are among the most dedicated sports fans in the world, and at Foxtel we’re always looking for ways our subscribers can connect with the game and their favourite team,” Foxtel executive director of sales and marketing, Ed Smith, said.

“The alert shirt is the first of its kind in the world and we’re proud to offer this ground-breaking technology to AFL and Fox Footy supporters.”

Up until now, fans have only been able to connect with their team on an emotional level, added CHE Proximity executive creative director, Leon Wilson. “Now they can physically feel every impact, rush of adrenalin, or anxious heartbeat.”

RELATED: Australians are quick to embrace wearable technology
In pictures: Beyond Google Glass, wearable tech that will revolutionise business
Wearable devices to help marketers ‘join the dots’

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Is AI on course to take over human creativity?

Computers and artificial intelligence have come along at an exponential rate over the past few decades, from being regarded as oversized adding machines to the point where they have played integral roles in some legitimately creative endeavours.

Jason Dooris

CEO and founder, Atomic 212

Are you leading technology changes or is technology leading you?

In a recent conversation with a chief technology officer, he asserted all digital technology changes in his organisation were being led by IT and not by marketing. It made me wonder: How long a marketing function like this could survive?

Jean-Luc Ambrosi

Author, marketer

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Online brands are increasingly becoming important. It’s essential that all your digital assets have brand values that are in sync with th...

R6S Marketing Agency

Predictions: 16 digital marketing trends for 2016

Read more

Oracle is toothless, it has zero. They don't understand what AI is.

Ilya Geller

Exclusive CMO interview: Where Oracle is heading with AI in marketing

Read more

The concept of liquid expectations is on the rise, and happy customer experience directly relates to the ease of finding a solution. Most...

Karanbir Singh

New digital trends report predicts a year of liquid customer expectations and design thinking

Read more

Great article, Thanks for sharing with us. I would like to recommended list of top customer loyalty software for small to large scale of ...

Matts Frigian

How brands are ramping up customer loyalty program spending in 2017

Read more

“We’re in an arms race for finite attention.”What a statement that is. I am so glad that someone of Steve's caliber comes out about the m...

Peter Strohkorb

Marketo CEO: Ditch the volume game, focus on value

Read more

Latest Podcast

More podcasts

Sign in