Les bières se commandent sur Twitter pendant les matchs des Miami Dolphins

Les Miami Dolphins, franchise américaine de football américain évoluant en NFL, ont mis en place un dispositif digital dans son enceinte « Sun Life Stadium » qui permet aux spectateurs de commander des bières sans bouger de leur siège. Ce dispositif appelé « Tweet a beer » est le fruit des efforts conjoints de la franchise Miami Dolphins, le concessionnaire du stade Centerplate, la brasserie Anheuser-Busch, Twitter et Appetize, spécialiste des plateformes visant à faciliter les actes de commande et de paiement.

Un certain nombre de spectateurs assis dans des tribunes préparées pour ce dispositif (notamment la mise à disposition du Wi-Fi) ont pu tester « Tweet a beer » à l’occasion du match contre les New York Jets. Il suffisait aux spectateurs de tweeter le produit souhaité et le numéro de leur siège en mentionnant @beerme pour que la commande soit enregistrée ! 3 personnes ont endossé le rôle de livreur pendant le match. A long terme, les Miami Dolphins ont pour but d’étendre le dispositif à un maximum de siège au sein du Sun Life Stadium.

Le but de la manœuvre est d’inciter les spectateurs à consommer pendant le match. Anheuser-Busch, partenaire des Dolphins a proposé ce concept afin d’augmenter la demande et le chiffre d’affaires issu du catering. Cette opération permet également à l’équipe de proposer une expérience unique et interactive aux personnes présentes dans le stade et une belle visibilité sur Twitter.

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