Rover, a Toronto-based proximity marketing company, today announced its partnership with the Pittsburgh Penguins. The Penguins will use the Rover proximity platform in conjunction with their existing beacon installation to deliver beacon-triggered content through the Penguins app.
Fans with the app will receive exclusive mobile content when they attend games at the CONSOL Energy Center throughout the 2015-2016 season. Beacon-triggered content — which is active as soon as fans walk into the arena — includes greeting fans as they enter the arena with special content, an interactive experience at the Mario Lemieux statue, and concession offers and discounts.
“Rover makes it easy for us to deliver relevant content to fans, and provides us with a platform to which we can have input and help develop an experience that is exciting and engaging for our fans and corporate partners,” said Erik Watts, the Penguins senior director of technology. “Last year, we used beacons with great success. This year we are looking to take it to the next level, and Rover gives us the edge.”
As July’s We Are Wearables demonstrated, giving fans a more intimate experience with their favourite teams using technology is becoming a popular for many sports leagues. Rover also supported the Toronto Maple Leafs with a beacon-based mobile ‘treasure hunt’ for the 15,000 fans attending the Leafs Fan Fest this past weekend.
“Rover is committed to taking the complexity out of proximity marketing and we continue to be focused on making it easy to deliver on the power of beacon technology.” said John Coombs, CEO of Rover. “The Penguins are innovators in this space and we are excited to partner with them to help craft the fan experience of the future.”