In an Australian sports first, AFL fans in-stadium are able to see live Telstra Tracker player data on the pitchside perimeter LED boards.
This new at-game spectator utility, which is initially available for AFL matches in Melbourne at both the MCG and the Etihad Stadium (formerly the Docklands Stadium), has been developed through a partnership between Telstra, Champion Data and MKTG (the Dentsu Aegis Network sports and lifestyle marketing and operations business).
This real-time data means fans can see real-time, contextually relevant player information during the match: including sees how fast and how far each player is running throughout the game.
INNOVATION | For the first time ever, @AFL spectators will be able to view real-time @Telstra Tracker player data via in-stadium LED signage, thanks to the combined efforts of @Telstra, @championdata and @MKTGAustralia, https://t.co/FYwXOoQwuy pic.twitter.com/IoEUTy5u9w
— Dentsu Aegis ANZ (@DentsuAegisANZ) April 19, 2018
Previously the Telstra Tracker data has only been available for fans via the AFL app and Channel 7 broadcast: meaning it is largely limited to those watching on TV and those with sufficient in-stadium mobile bandwidth who are prepared to take their eyes off the on-pitch action.
Telstra Tracker data will be served live to AFL fans during rounds 4 and 5, including at the blockbuster Anzac Day match between Collingwood and Essendon.
MKTG, which manages in-stadium signage at both the MCG and Etihad, first brought LED billboard systems to the grounds back in 2015 and ever since have worked with sponsors and advertisers to use them to enhance the fan experience and the marketer’s objectives.
“As a business dedicated to ‘making the moment mean more’, we jumped at the opportunity to work with Telstra and Champion Data to integrate live data from the match. For Telstra, it provides a meaningful brand alignment, and it takes Champion Data into another realm, ultimately improving the fan experience,” commented MKTG national managing director Matt Connell.
“We continuously strive to innovate; to capture and deliver new sports data which enhances the fan experience. This unique and powerful partnership with Telstra and MKTG creates new insights, live in venues, which fans will access directly, as a game unfolds,” explained Champion Data drirector Chris Hume.
“This project creates a bridge between fans and athletes, where the digital and physical converge. It is another layer in the story and has the potential to become a permanent feature for sports fans around the world. This exciting project is a global first: no other sport delivers fans such a comprehensive view of live player tacking data.”
While Jeremy Nicholas, Telstra’s ECD of brand, consumer and business marketing added: “The Telstra Tracker gives our customers unique insights into the game, and because of its popularity, we’re now opening it up to add an extra dimension for fans at live matches. The LED signage at the MCG and Etihad Stadium provides the perfect platform for us to now take these real-time insights to spectators at the game, in the moments that matter.”
Comment:
We are all for enhancing older activation platforms with new technology to enhance fan experiences – especially in-stadium in ways that mean fans can keep their gaze on the pitch rather than miss the action by staring to long at the mobile devices.
This kind of enhancement shows that older marketing platforms and spaces can be relevant in the contemporary world of real-time, digital activation.
Some of our other favourite, innovative examples of clever LED perimeter signage range from YouTube’s smart, behind the batter logo placement at the 2017 MLB World Series (see case study), to Manchester United and Google’s ‘Front Row’ initiative back in 2014 (see case study).
Telstra is developing a strong heritage for etch-led innovation in the AFL.
For example, the brand also teams up with the rights-holder to create the AFL Live Official App – which sees the telco work with Ericsson on LTE-Broadcast through 2018 – as it gives fans live AFL games on mobile up to 2022.
as well as with other tent pole Australian sports ranging rom the NRL,
to Netball.
Links:
Telstra
https://www.youtube.com/user/TelstraCorp
https://www.facebook.com/Telstra
AFL
http://www.afl.com.au/seasonlaunch
http://www.afl.com.au/news/2018-03-12/afl-campaign-in-2018-dont-believe-in-never
https://www.instagram.com/afl/
MKTG
http://mktgagency.co.uk/offices/sydney/
