Develop a captive portal technology platform which allows punters at the game to connect to the internet, engage with each other and brands all via any connected device.
The solution needed to be be enterprise scale so it could support the transactional load of a capacity crowd at the stadium.
“ We wanted to give the crowd an interactive playground where they could share their experience with others”
For ANZ Stadium we had two core audiences the punters and the brand sponsors who helped provide this service.
For the punter we needed to develop something that was light touch, no to intrusive and let them quickly get onto the WI-FI. For brand sponsors we needed to give them maximum coverage and provide a true 1:1 experience where they could start the conversation with customers.
Based on “Need State” and “Customer Journey” planning this led us to identifying Relevance and Social CRM as our core need states. This led us to a creative platform & methodology called “Light-touch” experiences which got customers interacting with brand sponsors for no more than 30 seconds after which they chose whether they wanted to carry on the conversation or get on with watching and sharing experiences.
At its core the ANZ stadium is a captive portal solution with CRM & Analytics capabilities which are powered by “Mobiconnect”. The solution is hosted and managed as a cloud based service whilst, still providing a native experience for the device it’s being accessed from. Content is tailored to event attendees providing insights & ideas back to the business.
The focus behind the portal was to deliver Relevance & Brand Value by focussing on:
The end experience was that event attendees could connect to the portal, access the WI-FI and upon connecting the attendee gets the opportunity to engage with a Brand or Stadium Event and access ANZ Stadium utilities & features. After this experience the attendee is free to choose their own journey