Aussies don’t just love AFL; they live and breathe it. Foxtel and CHE Proximity teamed up to help fans get even closer to it – allowing them to feel the game, the adrenalin, the heart palpitations, right from the comfort of home.
Foxtel had to deliver on their claim that“no one gets you closer,” while growing awareness and interest in Foxtel’s sports channel, Fox Sports. They were competing with free-to-air broadcasting (FTA) which owned the AFL coverage rights. People struggled to justify paying for Fox Sports’ coverage for something they could get for free.
Foxtel and CHE Proximity developed a world-first in wearable technology: Alert Shirt. Customers who suited up with this kit – integrated with technology that would let them feel every last bump in the game – felt what the players felt, live, as it happens. A bespoke phone app captured real-time game data and relayed it via Bluetooth to electronics inside the shirt, which converted the data into powerful physical sensations.
Alert Shirt was a hit. In the first week: 2.1 million people reached on Facebook, 135,000 video clickthroughs and 400,000 Twitter impressions – and a 9% increase in programming perceptions during the campaign. The campaign was a Cannes Lion Finalist, won a Clio Sports Grand Prix and was recognized at the 2013 Mumbrella Awards. It changed the rules of broadcast television and of professional sports – from something you watch to something you truly experience.