Sports picking app puts brands on the digital customer engagement leaderboard

  • Apps
  • October 21, 2013
  • Amanda Sachtleben
Sports picking app puts brands on the digital customer engagement leaderboard

Auckland web development company bkaBoom, part of bka Interactive, has created Go Team, a sports picking app which on a deeper level is all about targeting specific audiences with brand messages.

As you'd expect for a product being trialled in New Zealand, rugby was the first cab off the rank, but the app can be used in any team sport that has a competition.

"It leverages off the traditional Kiwi psyche around the love of sport. Under our partnership with New Zealand Rugby, it enables companies to run competitions around rugby competitions like the ITM Cup and Investec Super Rugby," says general manager Steve Allison. "They can legitimately use a licensed product and run competitions. They send twice weekly emails to competition players and really engage and get genuine cut through."

bkaBoom white labels the app to incorporate customers' branding. Player interfaces have promotional tools and links to content and videos. The player dashboards can be used for promotional offers and brand messages, says Allison.

"The difference between Go Team and traditional sports picking competitions is this is closed group and B2B. It enables license holders to set up multiple closed group competitions. You're not playing publicly with hundreds of thousands of players."

Allison says a retail chain could run a national competition but the local store manager could run a competition for staff and customers in their area. Messages can be tailored for specific groups according to customer type, market segment or geography.

bkaBoom created a similar app for New Zealand Rugby, All Blacks Game On, but that version is consumer facing and integrates with the All Blacks Facebook page, says Allison.

New Zealand Rugby public affairs general manager Nick Brown says of Go Team, "It’s a smart and a fun way to harness competitive passions in the work place and get people fired up about their favourite teams no matter if they are a diehard fan or just have a casual interest in the game."

bkaBoom is working with New Zealand Trade and Enterprise to build international markets and plans the same business model for its future apps. The Go Team app has dedicated versions for mobile platforms and the desktop.

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