On Sept. 8 Brigham Young University (BYU) launched “BYU Gameday”, a new gameday tailored mobile app to enhance fan experience at LaVell Edwards Stadium. In addition to features like instant replays, and in-seat ordering, BYU partnered with Fannex to integrate mobile fan games within BYU Gameday.
BYU’s Athletics Marketing Coordinator, Anna Killpack, says leveraging gamification was a key part of their app launch strategy. “Live production controlled mobile games like Trivia and Shuffles give fans an additional reason to download and interact with our app on event days”, says Killpack.
First fans ‘Check In’ at the event with their in-venue sections to play a variety of games and contests for prizes.
One of these games is a synchronized trivia activation. Game Production has control to launch the game to fans’ smartphones with one click. As the audience participates, results are updated in real-time on venue video screens. BYU encourages spirited competition between sections, awarding prize throw-ins to the section with the most points.
In addition to trivia, BYU ran mobile play predictors, shuffles and fan polls as part of their live engagement strategy. On Sept 22 vs. McNeese State, fan participation on Fannex activations equated to 25% of in-venue audience. This helped BYU Gameday become the #1 ranked team app in the nation (App Annie). Call-to-action engagement on mobile is the new space where colleges like BYU are connecting with their audience.
Casey Stauffer, BYU’s General Manager of Athletic Corporate Sponsorships, says this level of active engagement is something brands want to be a part of: