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April 04, 2014

How the Miami Dolphins are Creating the Ultimate Fan Experience

By Susan J. Campbell, TMCnet Contributing Editor

Keeping in touch is one of the reasons we have become so mobile as a society. We want to be able to be in-the-know regardless of our location. Likewise, we want to be able to check email, check in at home and simply be available in the event someone needs our attention. The same is true at national sporting events, although some of us may want to leave our smartphones in the car.

For Miami Dolphins fans, bringing the smartphone along can enhance the experience. The team is working with Qualcomm (News - Alert) to enhance the Fan Experience. They are accomplishing this with the Gimbal contextual awareness platform. A select group of season ticket holders this past year got to trial the new solution.

The tour guide for the first trial was Qualcomm Retail Solutions Senior Director of Business Development, Brian Dunphy. He led the trial group from the lobby to the Dan Marino statue where a message on the mobile device popped up to inform the user that a video of Marino highlights was available for viewing. As long as the viewer accepts the terms of service and watches a welcome video message, he or she gains access to the Marino video.

Throughout the Dolphins stadium, beacons roughly the size of a smoke alarm are placed according to the information provided. The beacons are low cost and low maintenance, with some mounted on light poles close to the Grand Plaza and others on the ceiling inside the club level. When the group stepped inside the Ford Sideline Club, another welcome message was triggered.

The group then made their way to the escalator to find the concession area on the second floor. An alert linked the mobile device to a 10 percent off coupon for ice cream at the Chill stand, promoting the recipient to make their way over for a cool treat. As the group continued their tour, another alert was triggered, guiding them to the location of shorter wait times.

When the group made it to eh Club LIV level, they were given the VIP experience. The screen near the bar popped up a personalized message with a list of the tour guide’s favorite cocktail.

While not every company is seeking this level of intensity when creating the ultimate customer experience, the Dolphins are on the right track. To learn more about this technology and how they are impacting the Fan Experience, the TMC (News - Alert) newsroom has the scoop. Check out the story in this ITEXPO video.


Edited by Cassandra Tucker
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