The Melbourne Cricket Ground aims to take a slice of the technology pie, rolling out a trial which sees beacons attached to roaming pie sellers, in a partnership with Four ‘N Twenty pies.
During the first three weeks of the AFL Finals Series pie boys will be equipped with beacons that use Bluetooth messaging to tell punters they are close. Those that have downloaded the app and stored it in their phone's passbook can tell show the message to the pie seller and get a free pie. For the pie-eyed among them, a year's worth of free pies can be won.
The trial commences this weekend and over a 1,000 people have downloaded the app so far since launching yesterday.
Ben McAuliffe, MCC executive manager customer engagement told AdNews that the proof of the success of the campaign will be in the pudding, or the pie.
“Bluetooth is fantastic, it' fairly Lo-Fi, it's easy to use, fairly cheap to get into the market and if we take learnings from Bluetooth and apply it to other technology solutions it will be a bit of a win,” McAuliffe said.
The Melbourne Cricket Ground has partners like Coca-Cola and Carlton United Breweries and McAuliffe said that the venue has already contacted them about working with the technology.
“As we talk about the potential behind Bluetooth and the use of passes other people come up with ideas, so we've already had some of our parters talk to us. They've asked how they can get involved and engage in fan activities. For me that’s a success - and we haven't even rolled it out yet,” he said.
The trial kicks off this weekend and the ground plans a broader comms upgrade next month.
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