Location based services have been steadily making their way into the marketing world. This offseason, Major League Baseball will test a feature of its At The Ballpark app, which will use bluetooth technology to allow fan’s mobile devices to connect with sensors around the ballpark. Marketing-savvy teams will easily find this technology beneficial.
Location Based Services help aid in marketing to MLB fans
Often times users are overwhelmed with “in your face” advertisements in which they have no control over. Fans at a baseball game, or any sports event for that matter, do not want to be constantly bombarded with ads that they have no interest in.
Luckily for the fans, location based services are here to help.
These services utilize bluetooth low energy technology to connect with a fan’s mobile device. The reason for this is to allow fans to discover park amenities, learn some team or facility history, and be rewarded with some great location-based deals.
The At The Ballpark app runs in the background of a fan’s phone. When the owner of the phone is in the vicinity, say five or 10 feet of the team store, they may be given a special offer for 20% off. Because the app knows the location of its user, advertisements are catered specifically to fan’s interests.
Where Can You Expect Location Based Services?
The Mets will reportedly be the first team to utilize the beacons (placed around the stadium) and location based services. This means when a fan walks past the original Mets Home Run Apple, the app will be able to notify the phone’s user that the history of the Apple is available for viewing.
Also, the more a fan uses the app, the more the offers will become tailored to their interests. It will act as a loyalty program of sorts. At The Ballpark allows users to keep track of games they’ve attended, explore stadium features, watch video and check-in for deals.
Potential teams will want to tiptoe into location based services though, as they are used to aggregate information. This can be a potential privacy issue to fans if parks and teams choose to use too much information. Adam Ritter, senior VP-wireless at MLB Advanced Media, voiced his concern:
“Because this is a new technology, we’re going to want to think hard about how much information we’re going to aggregate,”
As of now, the features are being tested utilizing Apple’s iBeacon. There’s no need to worry though, an Android version is sure to follow. What do you think of this type of marketing and advertising? Are location based services the future of the industry? Let us know in the comments!
Check out this video on At The Ballpark’s new features:
Photo credit – blog.laptopmag.com
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