Today, Sun Life Stadium will host both the New England Patriots and a new venture in mobile technology. By partnering with technology giant Qualcomm, the Miami Dolphins are giving their fans a whole new level of fan engagement.
Select season ticket holders have been chosen to try the pilot program, which uses Qualcomm’s Gimbal platform, a network that knows where the customer is stationed throughout the stadium, and uses purchasing patterns and interests to send real time game day info. While it’s still in limited distribution, fans will have an opportunity to be catered to like never before.
The technology that Qualcomm is using is called geo-fencing. This tech umbrella covers Sun Life stadium and the surrounding parking lots, greeting fans once they enter with push notifications or “cards” with information about kickoff, weather, and special promotions.
Tery Howard, Chief Technology Officer for the Dolphins explained it as a “virtual guide” that knows where you are in the stadium and provides up to date information using Gimbal (bluetooth proximity beacons) to send fans offers on concessions, merchandise, or even direct them to a shorter bathroom line.
The team is doing their best to cater to the individual while avoiding an intrusive or overbearing amount of content. The goal is to learn from each fan’s game day habits, not fill their phones with spam. The new technology is made to enrich and maximize every mobile user’s time at the stadium. Team executives want to make sure that if they are sending you a notification, it’s relevant and accurate.
The team made it clear that they are always looking for new ways to perfect the fan experience.
“Our intention is to be best in class. This is something we continue to strive for – understanding what is important to our fans and how we can leverage technology to be able to enhance that experience,” said Howard.
The technology itself is quite impressive. Geo-fencing uses GPS to triangulate where fans are, while the Gimbal platform uses the beacons to trigger the app’s notifications.
“This Gimble technology that Qualcomm has created is really turning these sports venues into smart venues. We (Qualcomm) have worked very hard to help the Dolphins provide the best fan experience in their stadium as possible. It’s really a unique way to engage and connect with the consumer,” said Kevin Hunter, Senior Director Product Management at Qualcomm.
In the end, the consumer is king and finding ways to bring the stadium to the fan continues as a trend necessary to entertain growingly disengaged crowds. The Dolphins are using the power of mobile technology to serve their fans like few teams have the capability or desire to do.