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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in