MLS Interconnects Soccer Fans with Wearable Tech
Major League Soccer wanted to better understand who the fans were that were attending its events and, at the same time, get a better understanding of what fans engaged with while they were there. The ultimate goal: to plan better future events and design activities that align with fan passions and profiles.
For this year’s AT&T MLS All-Star Game, MLS leveraged an engagement platform that enabled it to interconnect fans across multiple events on multiple days in multiple locations across downtown Portland, OR. The technology was based on UHF (long range) RFID wristbands tied to a “check-in” challenge and the MLS fan experience.
Fans registered for the “MLS Experience Fan Pass” before the event online, on-site via a mobile registration platform, or by visiting with MLS brand ambassadors. Then that week in Portland, fans could use their pass to check in at different locations. Participants who checked-in at a certain amount of locations tied to the challenge were qualified for exclusive 2014 AT&T MLS All-Star giveaways.
Among the check-in opportunities: the MLS Flicks on Bricks, a viewing of the classic soccer film “Sixty-Six”; the MLS Experience presented by Adidas featuring a soccer field, autograph sessions with soccer greats, and entertainment from live concerts to djs to celebrity interviews; to a Cold War Kids concert to “Rose Pedal” presented by Volkswagen, a scenic bike tour of Portland.
Data collection and engagement “exceeded goals for number of fans that registered and participated with on-site activations,” according to organizers.