‘Leinster Rugby is keen to stay ahead of the curve with its mobile approach and working with Xtremepush provided this opportunity.’
–Conor Sharkey, Head of Digital, Leinster Rugby
With Xtremepush, Leinster Rugby are able to utilise proximity marketing with iBeacon and Geo Fences to precisely engage their fans in real-time throughout the stadium. By leveraging location-based technology, sports brands can dramatically enhance the fan experience on match day. In addition, our robust Push Notifications and In-App engine allow teams to deliver the latest team news, score updates and ticket information.
Challenge
Timely notifications are highly important. The problem is how can an app know when users are inside a stadium or retail location? Location technology, in the form of iBeacons and Geo Fences, allow for contextualised app notifications to be delivered to the customer at the right time in the right location. Leinster Rugby wanted to increase engagement and interaction with their new seat upgrading feature that was released with their latest app update.
Solution
The Leinster Rugby digital team decided to implement push notifications through Xtremepush’s mobile marketing automation platform to create a mobile CRM system that draws information from their app users such as their preferences, app interests & location information when inside the stadium using iBeacon and Geo Fences. With all of this data rules were created to trigger & automate notifications for their fans when relevant content became available. Specifically, push notifications are being used to promote in-stadium seat upgrading opportunities and fan experiences.
Results
When in stadium, Leinster Rugby can engage fans by delivering seat upgrading offers. This has had a phenomenal response to date with more than 25% conversion rate in some instances. Push notifications have been key to keeping the Leinster App fan base excited throughout the season. They can see through Xtremepush’s analytics how effective their notification campaigns have been. Compared to the previous year there has been a 300% increase in app usage. The Leinster app is now recognized by their fans as a must-have as it is the first and most reliable source of information about their team.
