Ticketmaster is sponsoring the in-venue mobile initiatives of the National Hockey League’s New York Islanders. They are using SMS to elicit fan interaction with mobile calls-to-action displayed on the video board in the New York Islanders’ Nassau Veterans Memorial Coliseum in Uniondale, NY.
This brings real-time mobile and interactivity to Islanders fans throughout the current NHL season. The partnership will let fans at home games send pictures and text messages to the arena video board to be displayed. They also participate in real-time polls and trivia contests via their mobile phones--- AT THE GAME! The “Have Your Say” feature lets Islanders fans text the keyword “SAY” and think message to short code 88222 to get their thoughts broadcasted on the video screen and the digital ticker tape encircling the arena. How cool is that?
Strategy
The strategy behind the launch of the New York Islanders’ mobile initiatives is to primarily help sell tickets and get consumers to opt in so they can send out SMS blasts before and after every game and score alerts for fans to get a text message saying who won and what the score was. The secondary strategy was just to make the Islanders games more “interactive” and “participatory” for Fans. For example, Islander fans are asked to email their pictures to islanders@txtstation.com.
Real-time Polling,Trivia, and games
Islander’s fans are also sent messages throughout the game ranging from trivia to polls testing fans knowledge of the Islanders and asking their opinion on various topics. A Zamboni Race feature even lets fans give a boost to their favorite on-screen Zamboni simply by texting in. Also, once fans text-in to participate in any of the mobile initiatives, they are asked to opt in to receive future alerts and promotions via SMS from the New York Islanders.
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