MostContagious2012.pdf - Contagious Magazine

divine data /
insight by
nuMbers
make at least some of that data available to
fans for greater insight into their favourite
teams. Contagious 33.
Meanwhile, for those a touch shy about
their self-quantifying ways, help may be
at hand from Indiegogo-funded company
Misfit Wearables. Its first product, Shine,
is the size of a quarter and discreetly clips
on to clothing to collect activity data. It
syncs with an iPhone when placed on the
phone screen without a Bluetooth or cable
connection.
www.adidas.com/us/micoach
www.misfitwearables.com
Performance-Based Data Deals /
For those inclined to track and share data
on their physical performance, benefits and
offers lie in wait from brands keen to lure or
reward high value customers.
Nike in Mexico used data generated
from Nike+ gizmos to reward runners in a
week of online auctions. Bid Your Sweat,
with JWT, Mexico, saw the kilometres that
runners amassed converted into currency
which could be bid on products such as
Nike FuelBands. The further they ran, or the
better they performed, the more ‘currency’
they amassed. In two weeks, 5,000 people
installed the app to bid with their kilometres.
A total of 1,000 km were offered for the first
pair of Nike Free 5.0. Contagious 31.
Meanwhile, UK insurance broker Motaquote
partnered with Dutch GPS navigation
specialists TomTom in February to create
a new data-driven policy that gives lower
premiums to people who drive better. The
Fair Pay policy sees customers provided
with a modified satnav that sends details
about their driving back to the insurer in
real time, as well as to the screen, meaning
drivers can modify and improve their driving
style whilst Motaquote can offer fairer
deals. Contagious issue 30.
nikemexico.mx/subasta
www.motaquote.co.uk
IBM /
Over the last year, business software specialist
IBM has been working with sports
organisations to help fans understand and
analyse performance in new ways, whilst
also showcasing its technology and data
capabilities.
At the start of the year, the software company
partnered with NFL team Miami Dolphins
to install some of its Smarter Cities
analytics solutions into the franchise’s Sun
Life Stadium. The aim was to provide better
experiences for fans, for whose custom
the stadium now competes with the evermore
sophisticated comforts of home and
big screen HDTV. The result? By running
data from inputs such as information from
turnstile passages, weather reports, traffic
conditions, and social media updates, IBM’s
Intelligent Operations Centre will soon be
able to advise stadium management and
fans in real time on anything from where to
find a car park space, to which parts of the
stadium have best performing concessions.
See IBM case study in Contagious 33.
Meanwhile over at Flushing Meadows, as
part of its sponsorship of the US Open, the
IBM analysts were crunching match stats to
offer fans new insights into the strategies of
the competing players. The Game Changer
Wall was updated in real time to show not
only real-time predictions on match outcomes,
but also how player performance
affected social media sentiment.
tinyurl.com/85fvbyb
www.usopen.org/ibm
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf
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