The University of Michigan Athletic department wished to expand the proximity technology in order to deliver precise messages to fans throughout ‘Big House’, the largest stadium in U.S. They turned to Signal360, a leading proximity marketing company which enabled the integration of its turnkey solution at the stadium in just a week.
The deployment is in early phase and the messages are being delivered to particular sections at the stadium. The use cases around the delivery of messages would vary in time but currently tailored welcome and exit messages are being broadcasted. The tailored messages are being delivered via a mobile app called ‘Michigan Athletics Student Loyalty’ available for iOS, Android and mobile web. Further plans to leverage the proximity technology include sale of merchandise and also deliver loyalty and reward schemes.
iBeacon is the technology being used at the stadium for broadcasting proximity messages. Signal360 makes its implementation feasible through its turnkey platform of beacons, SDK and CMS. Signal360 also employs an analytics engine which processes massive amounts of data in order to refine marketing messages and location experience.
“We at Michigan were lucky to have been referred to Signal360 and their great team. We couldn't be more excited about this partnership and what we have planned.” said Jordan Maleh, Senior Director of Marketing for the Michigan Athletic Department.
“We are only successful when we make our clients successful. In this case, Michigan came to us with a passion for creating the best possible fan experience and a willingness to be creative to create a better experience. I wish all clients were as tech savvy and forward thinking as Michigan”, said Alex Bell, Founder and CEO of Signal360.
This is not the first time where iBeacon technology found a use case in stadiums. NFL iBeacons roll out was limited mostly to notifications and offers such as promoting in-store sales in Manhattan or providing users with the location of the nearest gate in the stadium.
The iBeacons worked through the NFL Mobile App. Earlier this year, beacons were used across venues for the NFC Super Bowl. A number of iBeacons had been put in place at MetLife Stadium and Times Square (venue for Sunday’s Super Bowl). The iBeacons worked through the NFL Mobile App. NFL iBeacons roll out was limited mostly to notifications and offers such as promoting in-store sales in Manhattan or providing users with the location of the nearest gate in the stadium.