Mobile marketing at sports events continues to evolve
By ERIC FISHER, Staff Writer
June 01, 2009
Recessionary economics have not hit the world of mobile marketing at sporting events.
"On the face of it, this should be the worst year, but it's been the busiest,"
broadcast networks, is up 50 percent so far this year compared with the same period in 2008.
"People still need to sell, and the mobile device is still one of those things people have with them all the time," Falato said.
Plugged in on the go |
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The number of smart phone owners in the United States rose 103 percent in the past year, from approximately 11 million in November 2007 to nearly 24 million in November 2008. Here's how they use them: |
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Browsing: News and info |
62% |
44% |
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Applications: News and info |
29% |
Access social-network sites |
28% |
Music |
28% |
Downloaded game |
11% |
Source: comScore MobiLens November 2008 |
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But traditional text-to-screen messaging — in which fans send messages from their phones to be displayed individually or collated into a poll for TV or scoreboard use — is growing up quickly beyond its more limited roots.
Firms such as Txtstation, FanDrive Media, iLoop Mobile, Mozes and dozens of others are now actively working with scoreboard and LED board manufacturers to display graphically advanced contests and polls based on mobile inputs.
And data mining capabilities, fueled by improved computer systems and best practices often honed in the retail and packaged goods industries, have now enabled mobile marketing to fuel a true one-to-one relationship between company and fan.
"We started this really as entertainment, and now it's moved to an advertising thing," said Jeff Vick, FanDrive media president. "Sponsors are looking for ways to make their messaging interactive, and now we're literally growing as fast as we can."
Recent instances of higher-end mobile marketing have included virtual tugs of war and eating contests, and state-based fan polling — all graphically rendered on high-definition scoreboards. Among the brands participating in such efforts are Carl's Jr., Toyota, Volkswagen, Verizon, Alltel, CarMax and Subway.
In nearly every instance, the in-venue branding from the mobile marketing is followed up with text messages to participating fans with offers and promotions from both sponsor and team.
Mobile marketing has additionally moved into elements of social networking, with scoreboard prompts at many venues now inviting fans to send photos, and in some cases short videos, to complement text messages.
"I joke that this was Twitter before Twitter was Twitter. The run of text messages can read the same way," Vick said. "And now that this really has become hooked in with the scoreboards and the ribbon boards, the photo element has really become prevalent. It's all wide open now."
2009-06-01
