Creating a Beacon Campaign for your Stadium using Beaconstac
January 7, 2016
With the latest investment spurt visible in the sports industry for leveraging iBeacon technology, it is evident that sports venue owners and sports team sponsors are tapping into beacon’s micro-location capabilities to deliver specifically targeted personalized messages, alerts, services, and more on smart devices. In our earlier blog posts, we have already explored the ways in which beacons augment fan experience at sports events and how stadiums can use beacons. In this blog post, we will explain how you can successfully set up a beacon campaign to deliver upgraded offers for seats in your stadium, using Beaconstac. Campaign Objective The objective of this campaign is to upsell tickets (from 6:00pm to 7:30pm) to frequent visitors of a basketball stadium for a basketball game that starts at 7:00pm. Beacons placed at the entrance of various sections of the stadium will trigger a discounted upgrade offer for courtside seats to ticket holders in those sections, who have been to at least 10 games in the last month.
Here’s how you set this up in the Beaconstac dashboard:
Step 1: Add Beacons to the dashboard
First, purchase beacons. Once you have a beacon, add its major and minor number in the dashboard. For a standard basketball stadium, we recommend using at least 25 to 30 beacons to get as much coverage as possible. In use cases with several beacons such as this, you can import all of the beacon IDs into the dashboard automatically.
For the sake of simplicity of this campaign, let’s say that there are two entrances to the stadium. We will have a beacon placed at each entrance. In this case, we will name these two beacons as ‘Section 1 – Entry’ and ‘Section 2 – Entry’, respectively. Once you have added the beacon details, they are ready to be installed.
Step 2: Create Cards
Next, we’ll create a card for the upgrade offer that the visitor will see on his or her device. Cards are customised creatives that show up on a user’s mobile device when in proximity of beacons. Beaconstac offers several types of cards such as Summary, Photo, and Media.
I’ll choose a Summary Card for this campaign since it allows you to add text in addition to your offer. I will name the card ‘Want a better view of the game?’ because the upsell offer is for discounted courtside seats. Add a ‘Title’ and then the text to the ‘Body’ section. For instance, here the title is “Want a better view of the game?” and the text is “Special Upgrade to courtside seats for $50”.
Step 3: Create Tags
This is a great use case of Tags, which allow you to assign the same set of rules/actions to multiple beacons.
To create a Tag, go to the Tags section, click ‘Add a new Tag’ in the upper right corner, and enter its name — for this campaign, we will name our Tag as ‘Premium Tickets’.
To tag each beacon with this Tag, go to the Beacons section, click on each Beacon that you want to tag and type ‘Premium Tickets’ in the space provided for Tags.
Step 4: Add Rules based on your requirements
After this, we have to create a rule for the beacons so that they trigger the offer when customers are in their proximity for 30 seconds or more – an ideal amount of time for ticket holders waiting in line. To ensure that these custom rules are applied to all beacons with the ‘Premium Tickets’ Tag instead of a single beacon, toggle to the ‘Tags’ tab under the Rules section. Then, add the ‘Premium Tickets’ Tag in the space provided there.
Step 5: Create custom attributes for the rules
Next, we need to add custom attributes that will determine which ticket holders will qualify to receive this offer and the time frame in which they will receive it. Custom attributes can be used to filter users based on criteria such as number of visits, previous purchase history, time of day, and more.
Here we are creating two custom attributes called ‘Visits per month’ and ‘Time of day’. For the former, we only want to target ticket holders who have visited the stadium at least 10 times in the last month. For the latter, we are only going to trigger action from 6:00pm – 7:30pm, given the game starts at 7:00pm.
Step 6: Set Actions to be triggered
After this, we’ll add the action to be triggered when the rule is true. In our case, this involves sending the ‘Want a better view of the game?’ card that we created.
Once you’ve correctly set up your Rules/Actions and assigned them to your beacons via Tags, make sure that the Rule is set as Active in the list of rules.
And you’re done! Ticket holders who meet both the conditions set in the campaign will see the following screen and will be enjoying discounted courtside seats in no time!
Try out this beacon pilot project and let me know your thoughts about this campaign. If you have any questions with regards to this campaign or if there is a specific campaign you would like to read about, I’ll be more than happy to share how you can get it done using Beaconstac.