Melbourne Stars look to fan engagement with mobile marketing offer

Cricket team offering free ice cream mobile coupon to fans at the Melbourne Cricket Ground

The Melbourne Stars cricket team and sponsor, Acquire Learning, are giving away 10,000 free ice cream mobile coupons to fans at the Melbourne Cricket Ground (MCG) as part of a customer engagement exercise using proximity marketing.

Registered Melbourne Stars fans and members attending the team’s games will receive a link via email to access the mobile coupon. The coupons can be stored into Apple Passbook or Android PassWallet and integrate with the MCG’s Beacon technology. Fans are sent alerts about the nearest concession stand in the MCG where they can claim their free ice cream.

Ice cream mobile coupons will be given away at five of the Stars games at the MCG, starting on 20 December. The technology is being provided by DC4G.

The mobile coupons also represent an opportunity for team sponsor, Acquire Learning, to talk with cricket fans who may be looking to change careers.

Acquire Learning Global CMO, Kim Vernon, said the online learning company will have staff on hand at cricket match days to welcome fans to the ground before the mobile coupons are sent out.

“Rather than just having an inactive logo, we will engage with the fans in a way that will put a smile on their face,” she said. “They [fans] have the ability to learn about what we have on offer and if it’s of interest, they can come and have a chat to us. We have a team of people at the MCG where we offer people free career advice.”

In September, the MCG conducted a Beacon trial where Australian Football League (AFL) fans that downloaded a pass to their Android or iPhone smartphone received a free Four `N Twenty pie.

MCG staff were equipped with Beacons that triggered location-specific messages via Bluetooth to patrons’ smart phones as they moved around the stadium during AFL matches.

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

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

AI ethics: Designing for trust

As artificial intelligence (AI) becomes much more prevalent and increasingly a way of life, more questions are being asked than answered about the ethical implications of its adoption.

Katja Forbes

Founder and chief, sfyte

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

Its absolute over priced acquisition. The CEO, must be fired for this all cash transaction. Absolutely no justification for prospective P...

about_face

Analysts question long-term play of SAP's acquisition of Qualtrics

Read more

Very well written Nikhil! Indeed this is a big ticket investment, but the impact on brand, sales and employee motivation should make it w...

Yugal Sachdeva

Sport and sponsorship: The value of event sponsorship

Read more

As someone with both experience in marketing and working with UiPath both, I can say that I cannot wait to see more marketing processes u...

CiGen RPA

What robotic process automation can do for marketers

Read more

Latest Podcast

More podcasts

Sign in