MVP Interactive Featured in Sports Business Journal
Earlier this month MVP was featured in Sports Business Journal for our advancements in experiential marketing in sports venues. Thank you SBJ for the great coverage and acknowledging our work!
Check out the complete article below from the July 11-17, 2016 issue of Sports Business Journal
JULY 11-17, 2016
How do you get a sponsor’s attention? By putting its brand on a fantastic fan experience and showing the sponsor a great return on its investment with reliable and detailed metrics.
MVP Interactive, which is quickly becoming the premier interactive technology provider connecting big-time brands like Anheuser-Busch and Coca-Cola with sports teams all over the county, is doing exactly this. “We’re providing fantastic, unique experiences for fans and we are creating a return on investment for sponsors,”said James Giglio, founder and CEO of MVP Interactive. “This is the backbone of our business.”
The Philadelphia-based company is at the heart of the experiential marketing trend as sponsors are shifting away from static signage and other traditional forms of in-venue advertising.
Via its cutting-edge technology, MVP Interactive is helping fans interface with teams and brands. The technology includes virtual reality, photo capture, facial and gesture recognition, character morphing, augmented reality and a host of multi–touch technology, providing opportunities at venues such as virtual penalty kick shootouts and home run derbies, an interactive QB Challenge to test fans’ passing ability and photo activation like virtual bobbleheads, team face paint overlays and augmented reality player selfies.
This interactive technology fans may see as the coolest toys ever serves to create brand awareness for sponsors and leverages fans’ passion for their teams. Teams benefit when fans
come to the event early and stay late. The fan experience goes way beyond the game on the field. “It’s a co-branded experience between the property and the sponsor, all to the benefit of the fan,” said Giglio.
For sponsors, it’s easy to see the results. MVP Interactive’s back-end system shows them a true snapshot of how a day at the stadium or ballpark went. “The gaping hole in experiential marketing is ROI data,” Giglio added. “Our technology is able to quantify and track impression rates and traffic flow, and we have an integrated dashboard where we collect user information. The
technology creates a profile of an event space and we can track how many people came through, demographics, dwell time, etc. “That has really caught the interest of sponsors.”
Anthony DiPrizio, co-founder and chief technology officer, explains, “Creating a connected 360-degree overview of users’ experiences ties directly into the growing demand of IoT (Internet of Things).”
MVP Interactive’s technology was featured at the 2013 NBA All-Star Jam Session in Houston, which jump started the company’s relationships with teams like the Houston Rockets, Houston
Dynamo, New York Giants, Philadelphia Eagles, Tampa Bay Buccaneers, New York Yankees, Los Angeles Dodgers, Los Angeles Clippers and Philadelphia Phillies. No team’s venue serves as a better showcase for MVP’s technology than the Washington Redskins’ FedEx Field, where the Bud Light-branded Social Lounge gives fans the opportunity to interact with a wide range of the company’s products. Since opening in 2014, the Social Lounge has been so well received that the Redskins and their sponsor keep expanding it.
“It has performed very well,” said Giglio. “Each season the Redskins and AB add new elements to the Social Lounge and then they’ve identified entire sections of the stadium that were completely unused that we helped them activate. So this season, not only are we going to keep operating our Social Longue, we’re going to convert the Bud Light Pavilion into a full-on‘combine of the future,’ leveraging our technology. So fans on the opposite end of the stadium can now participate in this really cool interactive combine experience, where you’re going through the same activities players do during the draft combine – the vertical jump and 40-yard dash, for example.”
MVP Interactive is also helping the Bucs sell season tickets with a virtual reality experience in the team’s sales center. Through 3-D architectural renderings and imaging of Jameis Winston and on-air talent, fans get a virtual tour of the newly enhanced Raymond James Stadium.
“We want the marketplace to see us as the go-to provider for whatever technology they want to implement,” said Giglio, who launched the company in 2012 and just sat on the NFL innovation panel at Bud Light’s NFL Partner Summit, along with A-B, WME| IMG and The Players’ Tribune. “And the market is starting to see us as such. It’s an awesome start.”