Melbourne Cricket Ground to give away pies during Beacon trial

Patrons who have downloaded a pass will receive a free pie from staff carrying Beacons

One of the pie boys offering free pies to Melbourne Cricket Ground patrons during the iBeacon trial. Photo credit: Melbourne Cricket Club.
One of the pie boys offering free pies to Melbourne Cricket Ground patrons during the iBeacon trial. Photo credit: Melbourne Cricket Club.

The Melbourne Cricket Ground (MCG) is conducting a Beacon trial during September where Australian Football League (AFL) fans who have downloaded a pass to their Android or iPhone smart phone will receive a free Four `N Twenty pie.

Staff will be equipped with Beacons that trigger location-specific messages via Bluetooth to patrons’ smart phones as they move around the stadium during AFL matches.

Patrons who spot the pie touts and present their notification message will receive a free pie. There will be 50 pies given away at each AFL match.

However, footy fans who aren’t at the MCG can still download the pass and go into a draw to win a year’s supply of Four ‘N Twenty pies.

A Melbourne Cricket Club (MCC) spokesperson told CMO Australia that it is exploring the use of Beacons as a way to engage fans at the stadium while plans for an upgraded Wi-Fi network and improved 3G/4G phone coverage are finalised.

“We currently have a Wi-Fi network but we’re looking to upgrade it so that it can manage the demand for connectivity in a stadium of our capacity. We expect to be in a position to provide full details about our plans for a range of stadium improvements at the end of October 2014,” the spokesperson said.

“We hope the [Beacon] trial will be a success and lead to us working with all of our partners, including the AFL, AFL clubs and Cricket Australia, on ways we can use the technology to provide our customers with special offers and event information as they move around the ground.”

In a statement, MCC customer engagement executive manager Ben McAuliffe, said that it is investigating a “range of enhancements” for fans.

“We understand that the fans have expectations when it comes to connectivity and engagement at the MCG and we’re keen to test how Beacons can contribute to making the MCG experience as easy and enjoyable as possible,” he said.

Follow Hamish Barwick on Twitter: @HamishBarwick

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

Taking issue with ‘Branzac’ advertising

Commemoration of the 100th anniversary of the Anzac landing at Gallipoli has not only been a time to ponder a tragedy that affected too many Australian and New Zealander families, it also shone the headlights on the whole marketing profession.

Data privacy, ethics, and the moving goal posts

Customers are becoming increasingly concerned with how businesses use their data. This has meant organisations need to take extra steps to allay the concerns their customers have with what data they are collecting, how is it stored, and how is it then used.

Why there’s more to content marketing ROI than just numbers

Most brands are producing more content than ever before. Even those still operating predominantly in campaign mode are finding social media demands an always-on content pipeline.

Jacki James

strategic planner, Zuni

The next Advertising medium is Augmented Reality, Just when individuals thought promotions couldn't get any more interactive and close to...

Siddhu

The old billboard gets the flick as digital OOH advertising takes over

Read more

Augmented Reality is the most immersive and interactive medium at today and that works for all kinds of real world requirements. It allow...

Siddhu

Sunny Queen launches egg-citing augmented reality collectible cards

Read more

It's really helpful that you were able to share this kind of information in order for some people to know on what is this kind of word re...

best essay sites

It's time for CMOs to embrace ‘agile’ as a noun - Technology chief - CMO Australia

Read more

You nailed it Mark, not nice, not popular but true.

CruiseFactoryData

CMO Council: Marketers lack right customer metrics for digital transformation

Read more

An insightful post and I wholeheartedly agree that without clearly defined business goals any content strategy will be ineffective. The d...

Alastair Kane

Why there’s more to content marketing ROI than just numbers

Read more

Sign in