James Madison University is ramping up its mobile marketing efforts to better connect with students and sports fans during football games.

James Madison University uses multiple digital assets to connect with fans, including SMS, applications and social media. The university is working with Phizzle on this initiative.

?It allows us to reach a level of fan that we would consider a fanatic that can catch anything on the Web site but bring it to another level to get special offers, opportunities to sign up and get rewards for interactions ? it elevates the level of fan base,? said Keith Bradshaw, director of corporate partnerships at James Madison University, Harrisonburg, VA.

?People are using their phones more and more, and this allows us to tap into the market in and out of the stadium as well as a revenue stream,? he said.

James Madison University is located in Harrisonburg, VA with approximately 21,000 students.

Front Row Marketing is the media rights holder for all of James Madison University?s advertising and sponsorship.

Fast fingers
James Madison University is using SMS to interact with sports fans through both real-time tools and an alerts program.

The university is using its digital scoreboard during games to let game attendees answer polls and quizzes.

Once a user texts in, they can also opt-in to receive alerts from the team. For example, the SMS alerts program includes information on upcoming games and offers on merchandise, per Mr.  Bradshaw.

The university has signed a one-year contract with Phizzle. In the future, the partnership might be extended to other sports and programs at the university.

James Madison University also has a mobile app that offers audio streaming of games and lets fans access news and team schedules.

Besides mobile, James Madison University is using social media to connect with sports fans.

Digital fans
Using in-stadium SMS messages can be effective for both brands and sports organizations to connect with fans.

In particular, SMS gives marketers the greatest, ubiquitous reach for both smartphone and feature phone users.

?At home technology is so good that people need motivation to leave their home and sit through a three-and-half-hour game,? said Ben Davis, CEO of Phizzle, San Francisco.

?In order to own the fan, you have to own the device and create a deep relationship with the audience and fans,? he said.

?We are very excited about this relationship and see it as an opportunity to showcase the ability to engage fans and drive revenue.?

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York