Live sporting events have the uncanny ability to bring people together, provide excitement and unleash enthusiasm. Whether it is painting your face, writing up a sign, jumping up & down, cheering & heckling, fans want to show their dedication and passion. Having the ability to track & measure, companies would be better able to reward fans for their devotion.
With the importance of the 2nd/3rd screen, Cerveza Pilsen teamed up with agency DDB (Columbia) to build a mobile app that identifies the most passionate Deportiva Independiente Medellín fan, a professional Colombian football team. The app which can be downloaded here, is able in real-time to measure your jumping and screaming output levels. This type of sports mobile marketing could become an industry benchmark.
Some further implementation practices that could be developed are:
1) In stadium competitions amongst sections
2) League partners could create a competition amongst all the teams
3) Teams could create a competition amongst local restaurants/bars