FOXTEL crée le premier vêtement connecté pour les supporters

A l’approche de la nouvelle saison de football australien, l’agence de publicité de l’opérateur de télécommunications Foxtel, CHE Proximity, a lancé une nouvelle campagne pour les amoureux de l’AFL et les clients de l’offre « Fox Footy » afin de les rapprocher de l’action plus que jamais.

Cette campagne gravite autour d’un objet connecté, « Alert Shirt », qui utilise la data pour faire vivre une expérience unique aux fans de l’AFL, en les faisant sentir ce que les joueurs ressentent en direct pendant le match.

Leon Wilson, Directeur de Création de CHE Proximity, explique la logique derrière cette campagne : « Jusqu’à présent, les fans n’ont pu se connecter avec leur équipe sur le plan émotionnel. Maintenant, ils peuvent sentir physiquement tous les effets, l’adrénaline, ou l’anxiété reflétée par un rythme cardiaque élevé. »

Pour Ed Smith, Directeur Exécutif de Foxtel en charge du marketing, « les fans de l’AFL sont parmi les fans de sport les plus dévoués au monde et chez Foxtel, nous sommes toujours à la recherche de moyens et d’expérience qui vont connecter encore plus le jeu, les fans et leur équipe favorite. Alert Shirt est le premier en son genre dans le monde et nous sommes fiers d’offrir cette technologie avant-gardiste aux fans de l’AFL et aux clients de Fox Footy.

L’Alert Shirt fonctionne via une application mobile Bluetooth (disponible sur iOS & Android) qui transmet en temps réel les données au système électronique intégré dans le vêtement. L’Alert Shirt convertir alors ces données en vibrations et sensations qui simulent donc le match en direct. La chemise peut être utilisé pendant les matchs en direct montrées sur la FOX FOOTY et FOX FOOTY HD sur Foxtel .

Pour développer l’Alert Shirt, les équipes de CHE Proximity ont travaillé en étroite collaboration avec les capitaines de certains membres et capitaines de l’AFL comme Scott Pendlebury de Collingwood , Luke Hodge de Hawthorn et Trent Cotchin de Richmond, pour collecter les données et affiner leur compréhension et interprétation des réactions du corps lors des moments clés du match.

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L’Alert Shirt est disponible pour les supporters des clubs de l’AFL et les clients fidèles de Foxtel.

Le lancement de l’Alert Shirt est accompagné de vidéos de Scott Pendlebury, Luke Hodge et Trent Cotchin démontrant les coulisses R&D de la production du vêtement.

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