Cricket lovers at Test Matches are known for augmenting the live experience by listening to radio commentary, but Proxama (LON:PROX) has taken that a stage further.
At the fifth Test Match in the series between England and India, the mobile proximity specialist provided a complete mobile digital proximity solution at the Oval cricket ground.
An app called “The KIA Oval” enabled spectators to access a wide range of exclusive content ranging from interactive player profiles and live score feeds to the inevitable competition to win tickets to upcoming events.
In addition, beacons within the Corinthians Roof Terrace triggered extra content that provided an itinerary for the day as well as information about the different food stands to VIP guests.
A link to encourage downloads of the app was sent to ticket holders, while near field communication (NFC) and quick response (QR) code-enabled "creative posters" and lanyards were located throughout the Oval promoting the app.
Proxama said more than 25% of all targeted fans downloaded and used the app.
Miles Quitmann, chief commercial officer of Proxama, said the tie-up with the Oval provided another chance to demonstrate the capabilities of the company’s TapPoint platform.
“TapPoint has now been deployed in retail stores, shopping centres, museums and other cultural centres and is soon to extend to entire cities," Quitmann noted.