The expansion of NFL Play to FourSquare presents an opportunity for the NFL to solidify its relationship with fans in attendance, by giving them the ability to win prizes and contests only available via the app.
FourSquare simultaneously benefits from the $1 billion deal since it is poised to experience more traffic from people who may not have been active users, but decide to download the application in order to enjoy the rewards presented by NFL Play.
Furthermore, FourSquare’s recent deal with Fios provides a platform for Verizon to highlight its product and increase exposure to Fios ads. Overall, the NFL, Verizon Fios and FourSquare will all reap the benefits of the arrangement, especially as it seeks to grow in scope, covering more cities and teams within the league.
FourSquare is a tool that places its primary emphasis on location. Users check-in to the current site they are visiting and compete with other community members to become the “mayor” of that particular area and earn badges. The distinction of “mayor” is granted to the person who has checked-in to a particular place most frequently.
From the NFL’s point of view, FourSquare is a tool that can allow the league to track fans who check-in the most reach its repeat fans at home games. Implementation of ticket giveaways and other prizes via FourSquare rewards fans who consistently attend games.
Currently, Washington D.C., Baltimore and Boston are the only three cities officially taking advantage of the new expansion for NFL Play. In other words, people who attend home games of the Washington Redskins, Baltimore Ravens and New England Patriots are currently impacted by the NFL Play expansion to FourSquare. The development is expected to spread to other NFL franchises in the future, introducing more NFL fans to FourSquare.
Tickets for future games and merchandise prizes are being offered to FourSquare users who check in at FedEx Field, Gillette Stadium or M&T Bank Stadium. People who are present at these venues frequently are viewed as repeat buyers of products and services offered by the team, since they attend games throughout the year and are likely season ticket holders.
FourSquare is an avenue for the NFL to commend and compensate its core fans. The NFL increases its ability to retain current customers and build brand loyalty by taking advantage of FourSquare. Spectators who check-in and subsequently win prizes are likely to pay it forward to other FourSquare users by leaving positive tips that recommend the venue and praise teams for their dedication to fans.
The NFL is not the sole beneficiary of the three-way relationship. FourSquare broadens its hold on the marketplace by expanding into the new territory of NFL Play. Prior, people may not have devoted as much time to check-ins at stadiums, since they are heavily populated and are often difficult to gain control and “mayorship” over.
However, with the incentive-laden approach of the NFL, fans will take the time to share their location via FourSquare in the hopes of winning contests, having their seats upgraded, or experiencing other perks. The more times a visitor checks-in, the more likely they are to improve their status on FourSquare and, in the case of NFL Play, win prizes as well. More people will download the application in order to gain access to promotions and specials offered by the NFL, that are only available through FourSquare.
Finally, Verizon Fios will experience increased brand exposure by virtue of this developing deal. In order for sports spectators to be entered into NFL giveaways and upgrades, they first are exposed to the Fios advertisement shown through FourSquare.
As the NFL Play FourSquare application continues to spread across the nation, awareness of Fios will simultaneously increase to newly involved cities. Furthermore, businesses only pay for their ads when consumers act upon them, either by clicking for more details or checking-in with the company on FourSquare, making the venture less risky for companies like Fios. Businesses can also track the impact of their ads and get updates from FourSquare with advice to make them more effective.
FourSquare and Verizon Fios can both expect to reach a wider range of people via the expansion of NFL play, particularly as more teams come to adopt the new program. The NFL can also take advantage of the developing relationship by understanding and tracking its repeat visitors to games and directly rewarding this segment of people with prizes and giveaways.
Building upon already strong relationships with fans can only strengthen the commitment of the NFL to its loyal fan base and position it as an organization devoted to customer service and satisfaction. All three parties’ use of innovative technologies allow for penetration of growing and adapting markets.