Pittsburg Penguins installs iBeacon technology to enhance their fans experience. Fans with the Penguin app installed will receive exclusive mobile content when they attend the games. Held at CONSOL Energy Center throughout the 2015/2016 season, iBeacon has been installed previously and Pittsburg Penguins would like to enhance the service.
When fans walk in the arena, content on the Penguins app will reflect an ‘at the game experience’. The beacon will greet fans as they enter the arena with special content, an interactive experience at the Mario Lemieux statue and concession offers and discounts.
Erik Watts, the senior director of technology for the Penguins said, “We are excited to partner with Rover. Rover makes it easy for us to deliver relevant content to fans, and provides us with a platform to which we can have input and help develop an experience that is exciting and engaging for our fans and corporate partners.” While they started to successfully use the geolocation technology beacons for the 2014-2015 season, this year they are hoping to be able to “take it to the next level,” with the added advantage provided by Rover.
Getting proximity on mobile is an iterative process. Marketers are able to create content that is pushed in real-time to their app without the need for developers or App Store updates.
Proximity content is driving some of the highest engagement rates of any marketing channel, with data showing beacon content click-through rates of over 65% in sports. This data speaks to how powerful relevant and contextual content is compared to channels that don’t consider the user’s time and place.