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USTA taps in-stadium SMS to interact with tennis fans at US Open

The United States Tennis Association is using in-stadium mobile marketing tactics to let fans interact via their mobile phones at this year?s U.S. Open.

The goal is to enhance the fan experience within Arthur Ashe Stadium by using various real-time mobile promotions. Beyond the initial screen interaction, fans that participate during the first week of action will receive a return message asking if they would like to receive text alerts for ticket specials during the second week.

?Mobile is ideal for USTA because it is the perfect way to interact with fans at games,? said Brad Dolian, vice president of client services at Txtstation, Austin, TX. ?People are using their phones more and data plans are going down in cost so giving people the chance to weigh in during games is great for getting fans participating.?

The USTA is the national governing body for the sport of tennis in the united States and the leader in promoting and developing the growth of the sport at every level ? from local communities to the highest level of the professional game.

Mobile programs
Graphics will be displayed and rotated throughout the two week tournament. 

Concepts will include a U.S. Open Trivia where attendees will be able to test their knowledge of the game and facts from previous tournaments.

A text-to-win program will ask fans to send a text message for a chance to win a press room pass for the post-match interview.

No newbie
The USTA is not new to mobile marketing, although this is the nonprofits first foray into in-stadium SMS programs.

The USTA has a mobile WAP site and an iPhone application.

The company is planning to do something in the mobile giving space, but has not revealed the details.

Additionally, the USTA will also be looking into mobile alerts on scores and such.

?We have been talking to the USTA for a couple of years,? said Michael Falato, vice president of sales and business development at Txtstation. ?We are very happy to be working at such a prestigious event and look forward to a longer partnership with USTA in the future.?

Final take
Giselle Tsirulnik is senior editor of Mobile Marketer and Mobile Commerce Daily
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