Beacons Helped The NFL Reach Out To Fans At The Super Bowl
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BEACONS AT THE SUPER BOWL: The Super Bowl, which took place in the New York-New Jersey area on Sunday, is a big marketing opportunity. This year, the National Football League (NFL) looked to market to consumers both at the game and around the Super Bowl week festivities in New York City's Times Square by installing beacon transmitters. The beacons are low-cost pieces of hardware that transmit messages to an official NFL Mobile app on fans' phones. They were used to deliver messages that included in-store discounts and location-tailored directions, like where the nearest stadium entrance is.
The Super Bowl represents a crucial step for the validation of beacons at live events.In our recent report on beacon technology, we discussed how beacons at events can relay stadium information, point people to complementary content, or promote sales. This year, Major League Baseball will also continue to deployment of thousands of beacons at 20 ballparks in time for the season's opening day, according to Mac Rumors. Beacons have already done well in a test phase at a small number of MLB parks. But the Super Bowl will move beacon application at events beyond simply installing them at a stadium or ballpark. Given the NFL's strategy of deploying beacons in Times Square, success at this year's event will signal the ease with which beacons can be implemented to reach consumers at any mass gathering, including festivals, concerts, or conventions. (New York Times)
