Kia Oval’s Use of Mobile Technology is a Hit for Six

20th August 2014

London, UK – 21st August 2014 – The KIA Oval launched an interactive digital experience for cricket fans by enabling mobile proximity technology in the grounds. The app, “The KIA Oval”, available for both Android and iPhone users, uses beacon and geo-fencing technology to enrich visitors’ experience at the stadium with exclusive, location-based valued content. The technology, which is enabled by mobile marketing, loyalty and mobile payment company Proxama PLC (AIM: PROX), was available during the Fifth Test Match of England vs. India, from 15th – 19th August.

Using mobile proximity technology, fans that have the free app are welcomed when they are in close proximity of the stadium and are able to access valued and relevant content within the ground. Ranging from interactive player profiles and live score feeds to a competition to win tickets to upcoming T20 cricket matches. In addition, beacons within the Corinthian Roof Terrace trigger extra content providing an itinerary for the day and more information about the different food stands to VIPs. A link to encourage downloads of the app was sent to ticket holders and NFC and QR code enabled Creative Posters and lanyards at the venue, also promoted the use of the app.

Elliot Moore, General Manager, The KIA Oval says: “We see mobile as a great way to add value to our visitors, proximity technologies such as beacons and geo-fencing create a more enriching experience to fans. By enhancing digital capabilities at the cricket ground, we can help fans interact with our sport in a way that has not been possible before. Although the exclusive content is initially available to VIPs, the aim is to roll this out to the wider public audience, especially as we plan for the 2015 Ashes Series.

We are delighted with both the results, with over 25% of all targeted fans downloading and using the app, the high number of interactions within the ground and the user experience.”

Miles Quitmann, CCO, Proxama comments: “It’s great to prove the capabilities of our TapPoint® platform in yet another location, at a live event at one of the UK’s premiere sporting venues. Proximity technologies have the potential to transform visitor experiences in public spaces such as stadia, shopping malls and airports, so solutions like this build awareness and highlight benefits for the whole market.

TapPoint® has now been deployed in retail stores, shopping centres, museums and other cultural centres and is soon to extend to entire cities.”

As the first BLE enabled app that Proxama has deployed for a stadia client, this initiative proves the positive impact the technology can offer all public spaces.