Sports clubs score with SmartPicture®
Friday 29 May, 2015
We often say that SmartPicture is limited only by imagination. The fact is, the App acts as a conduit between printed media and online content and the latter can be as rich and diverse as you want to make it.

One of the earliest adopters of the technology has been sports clubs. And not just local teams –Premiership Football club Hull City and Super League club Hull KR both use SmartPicture in their marketing strategy, linking match day programmes with exclusive online material.

As Hull KR Marketing Manager, Craig Franklin, recently told UK Sports Network: “All print publications are struggling, and the match day programme is no different.

“A lot of the content ... is already in the public domain before the match, so the app now enables us to create more exclusive content and add value back into the programme.”

Much of that value comes from the app’s versatility. For example, as well as linking to the club’s website SmartPicture facilitates fan engagement via social media and can be set to insert pre-specified hashtags into updates posted during the match.

And it gives the club’s marketing team instant feedback on who is scanning what, when, meaning they can update the content it points to in real time and vary offers throughout the match, even based on the end result.

But for both clubs adopting SmartPicture is not just about gimmicks or technology for its own sake – it can also make a real impact on the bottom line.

For an appropriate fee, programme advertisers can SmartPicture their own adverts, enabling them to push product information and promotional material directly to fans’ mobile devices during match day.

It turns out, by linking SmartPicture to the match day programme, fans become closer to the club and advertisers become closer to fans. It is a virtuous circle, and one that has developed organically in a very short period of time.

As we, and they, experiment, who knows where it will all end up? That’s something we are happy leaving to the imagination.
SmartPicture @SmartPictureApp
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