Best Approach

Challenge

Best Approach was tasked with delivering an event app for the PGA CareerBuilder Challenge 2016, which was spread over three different golf courses in Palm Springs, California. The primary focus of the app was to provide the ultimate connected fan experience by delivering targeted communications to visitors based on their exact location within the course.

The tournament needed to be intelligent about the types of messaging they sent, ensuring they were both relevant and engaging to app users at the right time in the right location. Up until now, Best Approach had relied heavily on GPS data as their primary location data source, a system which can result in discrepancies and inaccurate data.

Solution

Best Approach required a powerful proximity white-label marketing solution for their client in order to accurately trigger unique and relevant content based on a user’s entry, exit or dwell time in a specific location. Using xtremepush’s state-of-the-art geo-fencing technology, the event organisers were able to create a series of precise geo-fences for the event. One macro geo-fence was created around each of the three golf courses and micro-geo fences were then added around each individual hole and key event areas.

The team were then able to set up a number of triggered campaigns on the xtremepush platform so that a message would be automatically delivered based on a user’s proximity to a certain area within the golf course. As an app user passed the Bob Hope Square entertainment area, for example, they would receive an in-app message advising them of the schedule of music acts due to play shortly.

The xtremepush platform makes it very easy to update and add unlimited iBeacons and Geo-Fences when and where required, refresh messaging content and it provides marketers with the analytic insights needed to understand the success of their campaigns so they can optimise their efforts for maximum engagement.

Results

The location-targeted campaigns achieved phenomenal engagement during the CareerBuilder challenge, resulting in a 40% increase in downloads compared to previous PGA event apps. The event organisers were able to deliver personalised, relevant messaging directly to their app users.It also generated key additional revenue for the golf courses as it enabled them to promote nearby services and attractions to spectators during the event. With xtremepush as their white label provider, Best Approach can greatly enhance their product offering, enabling them to provide a customised, easy-to-use analytics & location-based engagement solution to their sports clients.