The University of Wisconsin is the latest athletics program to deploy beacons in an effort to improve the fan experience.
According to DM News:
Wisconsin decided to leverage beacons when it updated its Badger Gameday app this summer, following the installation of Wi-Fi in its football stadium and indoor arena last year.
Wisconsin launched its app September 1 and started testing the beacons on September 5 at the Badgers’ first football game of the season—the AdvoCare Classic against the Alabama Crimson Tide in Arlington, Texas. Even without its home field advantage, Wisconsin tweeted its fans to download the Badger Gameday app, turn on their Bluetooth and location services, and come to its official tailgate at the Texas Rangers’ stadium for a scavenger hunt. Fans who encountered a beacon received a congratulatory message and could pick up a celebratory T-shirt.
It’s an interesting use of the technology to engage fans in-venue. While the program is limited to folks who have the Badger Gameday app, that is the channel that makes the most sense for the program. Overall, while the program lacks scale, it’s a great example of how a brand can reach a segment of its audience in a highly engaging and personalized way.