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

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

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

brunson5862@mail.ru

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in