Serving Up Interactivity for Tennis Fans
Last month at the U.S. Open, we were pleasantly surprised to find several examples of interactive television - broadly defined. Though we've earlier pointed out a few missed opportunities for interactivity for sports fans watching the Open from home or elsewhere, we were impressed with how the USTA and other brands used interactivity more than ever before to engage attendees.
Give Us Your Address and We'll Give You Prizes
Near the main entrance of the Billie Jean King National Tennis Center, friendly representatives ushered arriving fans toward a bank of touch tablets where those who chose could fill out a short survey for a chance to win tickets to the 2012 Open. The survey generated interest in USTA membership while providing useful data to the organization, and the banks were positioned in several places throughout the grounds. Each time we checked, they were being used by fans.
Wanna See TV in 3D?
One of several sponsors offering interactive opportunities to fans, Panasonic used some welcome air-conditioned indoor space to introduce potential customers to its products, especially 3D television.
Attendees could view tennis or action movies on big screen 3D TVs, watch themselves rally with an oversized tennis ball on an even bigger 3D screen, or sample several Panasonic audio systems. Panasonic and other brands did a good job of hiring; the brand ambassadors were friendly without being overbearing. Panasonic also employed touch tablets to collect data and give fans a chance to win a 3D television.
I Throw My Hands up in the Air Sometimes...
Our favorite example of iTV at the Open used a simple but effective game to engage fans in Arthur Ashe stadium. (Check out a related post, How to Win at Interactive Television Marketing Games.)
During changeovers, announcers played snippets of three pop songs and gave fans the chance to text their favorite to determine what would be played a little later in the match. (During Serena Williams’ match against Victoria Azarenka on Saturday, Taio Cruz’s “Dynamite” beat out tunes by Lady Gaga and Usher.) The contest was fun and upbeat, and a terrific way to engage a younger demographic.
Will Keller is the founder and president of WE Keller Group and specializes in interactive television marketing, especially in the programming, retail and airline sectors. You can learn more about his business here.
