Melbourne Cricket Ground is Running a Beacon Trial to Promote Pies
Rahul Kalvapalle — September 24, 2014 — Lifestyle
References: mcg.org.au & mcg.org.au
Fans attending the Australian Football League finals are being given the chance to win a year's supply of pies as part of a beacon trial being carried out to enhance the fan experience at the Melbourne Cricket Ground, which hosts cricket, Aussie rules football and other sporting events.
The stadium's recognizable 'pie boys' -- roaming pie sellers -- will be equipped with iBeacons that will trigger location-specific messages via Bluetooth to fans' smartphones. Fans will receive a message on their smartphone notifying them when a pie boy is nearby. Fans who spot the pie seller and present their notification message will receive a free pie.
This beacon trial is part of a larger effort to investigate the ability of beacon technology to enhance the fan experience in stadiums.
The stadium's recognizable 'pie boys' -- roaming pie sellers -- will be equipped with iBeacons that will trigger location-specific messages via Bluetooth to fans' smartphones. Fans will receive a message on their smartphone notifying them when a pie boy is nearby. Fans who spot the pie seller and present their notification message will receive a free pie.
This beacon trial is part of a larger effort to investigate the ability of beacon technology to enhance the fan experience in stadiums.
Trend Themes
1. Beacon-enabled Marketing - Beacon technology is creating an entirely new way to market and promote products at large venues.
2. Location-based Marketing - iBeacons are opening the doors to more effectively connecting with customers through location-based marketing approaches.
3. Enhanced Customer Experiences - Beacons have the potential to revolutionize the way that venues engage with their customers and enhance overall satisfaction.
Industry Implications
1. Sports and Entertainment - The sports and entertainment industries are primed for beacon-enabled marketing opportunities that can enhance fan experiences and drive attendance.
2. Fast Food and Snack Food - The use of iBeacons to promote pies at the Melbourne Cricket Ground could signal a wider trend in the fast food and snack food industries as they explore new ways to market and engage with customers.
3. Marketing and Advertising - The introduction of beacon technology is creating new marketing and advertising opportunities for brands, particularly those looking for more innovative and targeted ways to reach customers.
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