Fleming Howden use cutting edge promotional technology as BRAW leads the way at Murrayfield
It was crunch time for Fleming Howden’s BRAW snack bar, when Scotland recently hosted England in the Guinness Six Nations rugby match at Murrayfield. Thanks to the latest promotional technology, Scotland weren’t the only ones to run out winners on the day.
The BRAW marketing team at Fleming Howden specifically selected innovative iWalker technology to uniquely reinforce the bar’s Scottish credentials to the partisan home crowd.
Not only did the technology deliver the brand’s message, tailored to supporting Scotland on the day, it also enabled one on one interaction with individual members of the audience.
Thanks to facial detection software, iWalker also gathered valuable demographic data during the process.
Murrayfield was the first venue where Fleming Howden and the BRAW team had used iWalker, with Head of Marketing, Rob Mullen, describing it as a huge success.
Rob went on to say:
Our afternoon at Murrayfield enabled us to get the brand face to face with over 30% of those who attended, with 5% of those people detected as continually looking at the iWalker’s screen.
To directly interact with so many people with competitions and giveaways is fabulous – particularly when you think we were able to directly reach people in areas around the stadium that wouldn’t have been possible using other media.
Rob continued:
Using technology like this has been a unique experience for Fleming Howden and one which we’d hugely recommend. Not only do we have the benefit of creating so many positive customer experiences with the BRAW brand, we also have a much clearer idea of BRAW’s demographics, as this information is automatically captured and interpreted via the iWalker technology.
I have no doubt this information will be of invaluable benefit to us going forward.
