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 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 should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in