Are you looking for new ways to engage consumers in outdoor settings? Are you looking to capitalize on the growing usage of mobile phones?
Take a quick look at a terrific outdoor digital initiative DDB recently executed on behalf of McDonald's in Stockholm. The outdoor game tasked consumers with taking a picture on their cell phone of menu items that bounced and soared past the screen. Can you say engaging?
Now take a quick moment to think of all the applications this could have in the sports space. A team that prominently features a similar digital display piece on the facade of their stadium/arena could create a similar offering that tasks fans with taking camera pictures of:
- Dropping tickets - A team could allocate a block of 100 tickets per game discounted at 50% off to fans who take a picture of a dropping ticket on their cell phone and take it to the Will Call counter for purchase
- Dropping balls - Teams could make this item very hard to catch (fast speeds) and offer autograph merchandise to any fans who are able to take a picture of it on their phone
- Dropping concessions (hot dogs, popcorn, etc.) - Teams could offer free/discounted concessions items to fans who are able to take pictures of these items on their mobile phone
- Partner Discounts (dropping movie tickets, free gas vouchers, project starters, etc.)
- Dropping dollar bills - Teams can offer $5 bills that are redeemable for a $20 purchase in the team store on game day
- Dropping Mascot - Teams can offer fans, who take a picture of the mascot soaring across the screen, the chance to partake in unique experiences at the ballpark (promotions, video board cameos, behind-the-scenes tours, promotional giveaway opportunities, etc.)
Digital boards located outside stadium venues offering similar digital games could serve as a great way to reward fans who aren't able to make it into the game or come to attend a watch party. Consider this tactic when you are looking for new ways to reward those attending games (pre-game and post-game), not attending games (premier games, watch parties), and are looking for a reason to just stop by and check out the stadium during the week.