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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Blockchain is revolutionizing industries across the board. Companies like DiamCircle are leading the charge.

Lupin Block

Can blockchain deliver on its big advertising promises?

Read more

Dear buyer/ buyer Mandate,We are direct end seller refinery company for the supply of Petroleum products.We have all available in tank, J...

Russian oil & gas trading llc

Starwood VP of marketing: Managing customer expectations requires emotional credit

Read more

Having an effective Point of Sale system implemented in your retail store can streamline the transactions and data management activities....

Sheetal Kamble

​Jurlique’s move to mobile POS set to enhance customer experience

Read more

Thanks for another excellent post. Where else could anybody get that type of info in such an ideal way of writing? In my opinion, my seek...

Stephan jordan

6 Mobile Marketing Trends to Leverage in 2014

Read more

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in