A recent press release from comScore reports that nearly 1 in 5 smartphone users access check-in services using their mobile devices. Geolocation technology is gaining traction as a valuable digital marketing resource.
Geolocation tools are particularly useful in the sports industry, where teams are looking to identify and engage their fan base. Here are 3 creative ways that teams are using geolocation technology:
Washington Redskins using FourSquare
The Washington Redskins are one of the few NFL football teams to use FourSquare, and they have done so in a creative way that reaches fans outside FedEx Field. The team not only encourages fans to check-in at the stadium, but they also encourage check-in at local bars and restaurants. Fans can see which bars are ‘designated Redskins bars,’ and then see what specials these bars are offering.
Washington Redskins using FourSquare
The Washington Redskins are one of the few NFL football teams to use FourSquare, and they have done so in a creative way that reaches fans outside FedEx Field. The team not only encourages fans to check-in at the stadium, but they also encourage check-in at local bars and restaurants. Fans can see which bars are ‘designated Redskins bars,’ and then see what specials these bars are offering.
This Foursquare page is valuable to both fans and the Redskins. From the fans’ perspective, this is a great way to connect with other Redskins fans on Sunday afternoons. Watching a game is a social event, so it makes sense to use social media in a way that allows fans to watch the game together. From the perspective of the Redskins organization, this promotion is valuable because it opens the door to more partnership opportunities while fostering fan loyalty.
The Redskins have found a creative way to leverage geolocation technology in a way that caters to their fans.
Golden State Warriors using Facebook Places
Earlier this season, the Golden State Warriors launched a creative geolocation promotion using Facebook Places. During a specified game, fans who checked in using Facebook Places had the opportunity to stay after the game for a meet-and-greet with Monte Ellis. Of the more than 19,000 fans in attendance, about 1,000 check-in after a promo video was run during the game.
Earlier this season, the Golden State Warriors launched a creative geolocation promotion using Facebook Places. During a specified game, fans who checked in using Facebook Places had the opportunity to stay after the game for a meet-and-greet with Monte Ellis. Of the more than 19,000 fans in attendance, about 1,000 check-in after a promo video was run during the game.
Below is a video that recaps the promotion:
This promotion was so successful because it provided clear incentive for fans to use Facebook Places. Once fans understood the technology, similar promotions could be run later in the season.
This is a post I originally wrote for Sports Marketing 2.0. You can find the entire post here.