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CETW11: Creating a differentiated experience to connect with consumers

MetLife uses kiosks and digital signage to grab fan attention at the home of the New York Giants and Jets.

November 9, 2011

Attendees of this week's CETW in New York City learned how MetLife embraced self-service and digital signage technology to interact with the millions of fans that visit MetLife Stadium, home to the NFL's New York Jets and Giants.

In 2010, MetLife signed on to be one of four "cornerstone" sponsors at the stadium, which allowed the company to design an exclusive branded marketing environment in a corner of the stadium, beginning on the ground floor plaza level and extending through to the upper tier of the stadium.

"We had to make our brand stand out," Jeff Damon, vice president of MetLife, said Thursday in his keynote speech.

To make that happen, Damon's team knew it had to create a differentiated experience for fans, offering them incentives that "money can't buy" through a prizing program, promoted through media-based activities with traditional draws, including alumni autograph sessions and photos with players.

The program was designed around a single sign-up Countdown Card, which allows users to access multiple activities throughout the season. They can also sign up for a card online, and even win prizes while doing so.

Implementing the program

One important aspect of the program was to not interrupt the "fan experience," which is why the company doesn't try to sell insurance at games, Damon said.

The goal was to "Make fans miss MetLife if we weren't there," he said, so the recipe for implementation was to create a fun environment with pleny of activities to inspire fans to spend time with the brand. Technology was the conduit.

MetLife deployed 20 40-foot LCD monitors to promote the prize aspect of its campaign, along with 62 kiosks, where fans swipe cards to play games and win prizes. Players also register their email addresses or phone numbers to receive notice of winnings. That aspect gives MetLife yet another way to interact with fans, Damon said. The company is not only engaging them at the kiosk and via digital screens, but it's also keeping their attention when they are back in their seats.

Although there's no direct way to measure the success of the marketing plans, Damon said he's confident MetLife's digital campaign is working. It already has 78,000 activations, 36,000 Countdown signups and 32,000 new website visitors.

"The combination of technology and soft offline events can really build an exciting presence," Damon said.

Read more about the customer experience.