Patrons who have downloaded a pass will receive a free pie from staff carrying Beacons
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
Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.
The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.
In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...
Vanessa Skye Mitchell
DNA-based marketing: The next big thing?
RIP holden
Max Polding
Marketing professor: For Holden, brand nostalgia ain’t what it used to be
Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.
David Andersen
DNA-based marketing: The next big thing?
Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...
Dotz Web Technologies
Predictions: 9 digital marketing trends for 2019
So who then is correct? The Research or The skilled Digital people.
Anene
Report reveals Australia faces digital skills shortage