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Geolocation is a Game-Changer for Sports Business

Written by in Social Media in Sports
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Imagine this for a second: You head out in the morning to shoot some hoops at your local basketball courts and you decide to “check in” using either Gowalla or Foursquare or any of the new geolocation platforms. Boom! You’re rewarded with free tickets to an NBA game. Later in the day, you head to Foot Locker, and when you check in, you get a special discount on  any pair of Nike running sneakers. That night, when you head to your favorite sports bar and check in to let your friends know where you are, you’re gifted with an invitation to an exclusive VIP Playoffs party. The possibilities are endless.

Pretty soon, you won’t have to “imagine” any of this. In fact, as of last week, the first scenario (free tickets to an NBA game) is now a reality. On April 12th, VaynerMedia (the company I work for) helped facilitate a social campaign between the NBA’s New Jersey Nets and geolocation platform Gowalla. The campaign utilized Gowalla’s virtual item platform to distribute 250 pairs of virtual tickets in targeted locations (sports bars, outdoor parks, gyms) for April 12th’s New Jersey Nets v. Charlotte Bobcats basketball game. Users that found these virtual tickets were able to redeem the item for real tickets.

We have provided a full download of the case study VaynerMedia prepared, after realizing the success of this campaign. The case study will give you a much deeper look into the initial brainstorm, pre-campaign buzz, implementation, execution, and benefits/analysis of this geolocation campaign.

The worlds of sports and geolocation are on an inevitable path to converge. The Nets & Gowalla partnership was the first of its kind, but won’t be the last. The campaign proved that geolocation can move consumers, drive business, and add value for fans at sporting events.

Click here to view VaynerMedia’s post regarding the campaign.

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