Sports Marketing 2.0

Re-thinking sports marketing now that fans are in charge

3 Creative Ways Teams are Using Geolocation

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 ‘deisgnated 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.  

The Redskins have found a creative way to leverage geolocation technology in a way that caters to their fans.
 
  
 
 
New Jersey Nets using Gowalla
 
Last season, the New Jersey Nets teamed up with Gowalla to launch a creative geolocation promotion.  The team distributed 250 pairs of tickets as Gowalla virtual items in various sports bars, parks, and gyms.  Users that found the tickets could redeem them at the ticket office for free.  The promotion saw a 15.2% conversion rate.  Of the participants that claimed tickets, 89.5% used a check-in service at the game.
 
As noted in this Vayner Media article, this campaign was successful on several fronts.  “Not only do these campaigns drive direct (and future) business, but these campaigns also introduce brands to new consumers and increase brand loyalty with existing consumers.
 
Here is a detailed Case Study of the promotion:
 
 
 
 
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.  
 
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. 

 Conclusion
 
Geolocation is such a valuable marketing resource because of its versatility.  As highlighted above, geolocation platforms can connect teams, fans, and sponsors in very innovative ways.  This is a relatively under-utilized digital marketing tool, so it will be interesting to see how teams capitalize on its potential in the future.

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Tags: Geolocation, sports, teams

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