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

Behaviour change, by design

​We’re living in an age of unprecedented change. We experience with Oculus Rift, invest with Acorns, consume video through Hyper, tune into Pandora and navigate with Waze.

Glen Jeffreys

Head of UX, Deepend Group

Chat bots: How to use them commercially right now

I’m sure that many of you out there have heard a lot about chat bots (aka messaging bots) recently, and the fact that they are here to stay is pretty evident by now.

Deniz Nalbantoglu

Managing director, Webling-Interactive

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Great read, thanks for posting. MR should be seen as the holy grail for marketers and brands, as it offers an unprecedented capability to...

Barney

Interview: The business case for mixed reality in marketing

Read more

what a load of shit, and what a major stuff up... the new brand device is sterile, boring and just plain bad. Would be better suited to a...

James Yoi

Tennis Australia unwraps new brand identity for Australian Open

Read more

Cool stuff. https://blogs.adobe.com/digita...

Mary

Design thinking: Leading with experience

Read more

Conversation commerce is a double edged sword. Do it right and it can create customer delight. Do it wrong and it can lose customers.

Jinal Shah

Why conversational commerce is going to reshape customer engagement

Read more

I liked how Kmart decided on what to source- by placing a notional or real camera in the place of use, seeing what is touched the most in...

Jinal Shah

Kmart CEO details priorities to turn Target around

Read more

Latest Podcast

More podcasts

Sign in