The NBA?s New York Knickerbockers are aiming to get sports fans closer to their favorite team with a new application for iPhone and Android devices.
 
The New York Knicks app ties in with the team?s fan Web site and lets users access sports-related content while on the go. The app is being promoted with mobile calls-to-action across multiple screens.

?We want to make it even easier for fans to follow and engage with the Knicks by offering them up-to-the minute stats, schedules and more of the great content they love from KnicksNow.com and our social feeds directly to their phone,? said Howard Jacobs, executive vice president of marketing and sales at MSG Sports, New York.

?This new mobile app is the next step to integrating all of our digital assets so that fans can get all the latest Knicks news, highlights and behind-the-scenes content whenever they want, wherever they are,? he said.

MSG Sports is part of The Madison Square Garden Co. ? a sports, media and entertainment business that operates the NY Knicks in addition to other sports teams and organizations.

Mobile hoops
Knicks fans can browse through team-related news and articles via the app.

Users can also select their favorite player from the team to stay up to date on individual stats.

The app is tied with Ticketmaster?s mobile site to let users buy tickets while on the go. A click-to-call feature lets users call the ticket office directly.

Sports fans can view charts and graphs that break down specific stats from each game and player.

Consumers can read articles and watch videos about the team via the app.

The app includes a calendar with the team?s full schedule. Users can tap on a game day to view more information about a game and add it to their device?s calendar.

Additionally, the app integrates social media to let users share via email, Facebook and Twitter.

Star promotion
The NY Knicks are using a StarStar number to help spread the word about the app.

Consumers can call the number **KNICKS from their handsets. After calling users are sent a SMS message with a link to either Apple's App Store or Google?s Android Market.

The mobile calls-to-action are being used across SMS, emails, Web, social media, television, in-arena and signage and street teams.

According to the company, traffic to the two team-related Web sites - NYKnicks.com and KnicksNow.com ? has increased 84 percent year-over-year, making mobile a natural focus.

?Our overall marketing strategy is focused on constantly engaging our passionate Knicks fans wherever they are and giving them the information they want,? Mr. Jacobs said.

?By bringing our fans closer to the team through a broad array of compelling and behind-the-scenes content, we can increase fan avidity and grow our fan base,? he said.

?Mobile is central to this as it is the single devise fans always have with them and the key to enabling them to follow the Knicks wherever they are.?

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York