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Hampshire Cricket Launch Brand New App

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Hampshire Cricket and the Ageas Bowl are delighted to announce the launch of a brand new app, built in partnership with InCrowd.

The app, free for fans to download and available across both iOS and Android devices, will create a unique matchday experience for all spectators whilst further improving the engagement of cricket fans both inside and outside the Ageas Bowl. The app further demonstrates the Club’s commitment to innovation and is a part of the digital transformation process to develop a fully-connected stadium following last year’s introduction of giant Samsung LED screens and leading Wi-Fi technology.

Paperless ticketing is a key component of the app’s functionality with fans able to access tickets for matches at the Ageas Bowl and gain admission using their device via the app. Thanks to the newly developed mobile ticket wallet technology from InCrowd, fans will also have the ability to securely forward digital tickets to friends and family across operating systems, supporting the venue’s fight against ticket touts and improving entrance times.

The app will also feature an interactive wayfinding map, with those attending the Ageas Bowl on a matchday able to use the navigation tools to find amenities, activations and other locations. Fans both in the ground and at home will also be able to enjoy live streaming and video highlights of all non-televised Hampshire matches at the Ageas Bowl with exclusive content and behind-the-scenes content also hosted on the platform.

“We’re proud of the Ageas Bowl’s history of being at the cutting-edge of innovation in cricket and the launch of the Hampshire Cricket App is the latest example of this. The App has been developed with our fans firmly in mind and after seeing record-breaking customer and matchday experience scores and feedback in 2018, we’re confident the App will see Hampshire fans and Ageas Bowl attendees enjoy even more memorable experiences this summer” says David Mann, The Ageas Bowl Chief Executive.

InCrowd CEO Aidan Cooney says: “We are delighted that Hampshire Cricket is putting the fan first and has implemented InCrowd technology including the native ticket wallet to deliver an efficient and stress-free match day experience. At InCrowd, all our research and development is driven by fan feedback and we are looking forward to working with the club to really deliver on the promise of a better fan experience.”

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Making the most of a mobile moment

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Advertising is a dynamic industry; that much is a fact. If you are in need to evidence, any number of sources will show you how budget spend has moved from area to area and how it is projected to continue to do so.

Advertising evolves to follow the consumers, who are remarkably fickle in how and when they expect to be communicated with. Timing, whilst always important, has never been more crucial; and this is due at least in part to the rise of mobile connectivity: Because instant became possible, it became expected with the immediacy and locational transferability of a smartphone altering the way in which consumers can respond to marketing messages.

It doesn’t necessarily mean that they will.

 

Digital marketing messages can be exceptionally well targeted; that much is undeniable. On lines of demographics, interests, and purchase history it is possible to target the most relevant people; but are you targeting those people at the time they are best hit? In all likelihood, probably not.

Timing is essential. But that presents its own set of challenges; many of them logistical. The chart below demonstrates this fantastically well; and it would also be interesting to know the style, form, quality, and consistency of moment-responses generated in such short timeframes.

Moment Marketing 1

Credit: eMarketer

However, producing great content at the right time can be – and has been – done exceptionally well as the two examples below demonstrate. They also demonstrate why 67% of digital marketers in the UK expect to increase their spend on moment marketing in 2016.

Mobile Marketing 2

One of the most famous example of moment marketing. The lights go out at Superbowl XLVII and OREO produced this Tweet in around 10 minutes, before the lights came back on. It was retweeted 10,000 times within the first hour.

Mobile marketing 3AFC Bournemouth all but guarantee promotion to the Premier League in their penultimate match of the 2014/15 Championship season. Their goal difference makes them near impossible to catch and they celebrate accordingly; with Charlton their last fixture of the season.

These examples both had the moment created for them, and they acted on it, but wouldn’t advertising, or digital content, be easier if you knew what the moment was going to be? Or even better: What if you could create the moment?

Within direct advertising, it will be difficult to create that moment. However, great sponsorship activations create great moments and what’s more, they create them at a scheduled time. This is a move away from the immediacy of moment marketing, to right-moment marketing.

Thanks to mobile connectivity, anywhere can be the right place and if you can get the right content at the right time, it can go a long way.