adidas and Hawthorn launch world-first phone app to unite Hawks fans via Naked Melbourne
adidas Australia, and Hawthorn Football Club, have collaborated to create ‘Hawkspotter’ – a world-first iPhone application allowing Hawks fans to go all in on match days by pin-pointing the exact location of fellow supporters via Naked Communications Melbourne.
‘Hawkspotter’ enables Hawthorn supporters to login via Facebook or register through the app, develop a personalised profile and broadcast their location during each game. For three hours before, during and after a match, Hawks fans can use the ‘fan finder’, to see where other fans are congregating and receive notifications of special offers and pop-up events.
Says Brooke Ruscuklic, adidas brand director: “As a proud sponsor of Hawthorn, we were looking to engage fans in a meaningful and relevant way, whilst supporting the club and players. The ‘Hawkspotter’ allows us to do just that – a world-first application allowing Hawks fans to come together and support their team.”
Naked Melbourne was behind the concept and development of the application, grounded in the insight that sports fans want to connect and congregate with other fans, particularly when following their teams on the road. With a significant number of Hawthorn faithful also based in Tasmania, this app is a must-have tool for supporters who regularly make the pilgrimage across Bass Strait.
How to become a Hawkspotter:
1. Download the application to your iPhone via iTunes
2. Log-in via Facebook or register your profile
3. On game days, a map will be displayed showing your pin in yellow. Surrounding pins will represent other users nearby and areas fans are gathering
4. Click on the tab underneath the map for club updates
5. A sliding menu to the left will enable you to show or hide you name & picture.
8 Comments
Or you could just wear a club scarf
Classic case of a solution looking for a problem. “Sports fans want to connect and congregate with other fans”….via their mobile phones? I reckon that already happens without the need for an app, unless you have zero friends and need some digital assistance to find someone to talk to. Not unlike the crew from Naked Melbourne perhaps?
This application would be enhanced even more through NFC (Near Field Communication) interaction – both inside the ground for checking-in on social media and catering functions through to outside connectivity with the consumer when they buy an Adidas product – love it!
I think it’s pretty clever. It ignites the fandom.
At least the large portion of pins could threaten the other teams’ supporters. The Hawks could also gain more fans this way.
Is this Grindr for footy fans?
This is brilliant. What pub to go to before and after the game? Like it a lot – will work well.
Hawk eye nailed it.
Completely useless to anyone who owns a phone and knows how to work the text function i.e. everyone, or to anyone who has eyes and can use their eyes to see where fellow supporters are i.e everyone.
Will be used by 3 people, but you can change that in the case study right?
SImple and potentially useful.