How a Microchip in a Jersey Creates a Viscious Cycle of Value

Value is a pretty strong word in digital and social media. After all, the goal is to offer value to your consumers or fans, right? But imagine if the value you created enabled consumers to create more value? You'd have the beginning of a cycle, and one that everyone wants to be a part of.

I found this article in the Miami Herald and this one on Mashable, announcing technology that is being embedded into Tampa Bay Lightning jerseys to allow for fans to then get discounts on concessions or merchandise at the stadium. This is executed by simply placing the chip inside the sleeve and then installing scanners at various concessions in their arena. Fans then essentially "check in" to the concessions in game and receive a discount.




The article smartly points out one big benefit - that the team will learn spending habits from their best fans. (These jerseys are being given to their season ticket holders) I'd argue you get a second benefit that fans are more likely to wear your jerseys to the game... so make these your best jerseys! So is this a simple win-win of value: Team gets Data, Fans get Discount?

This could be so much more.

Imagine if fans could connect their jersey to their Facebook or Twitter account? Just like a location check-in, fans could notify their networks when they enter the arena or hit special pre or post game festivities while there! And perhaps the Lightning could allow these season ticket holders to pass a ticket discount to their networks for syncing their jersey to their social network? That way we bring more people in wearing jerseys, who connect more with friends socially!

Crazy technology!!!

Tune back in Monday for more digital best practices. Until then, follow me here, or on Facebook (here) or Twitter (I'm @andypawlowski)

As always, thanks for reading!

Andy