Houston Astros go deep with Bluetooth technology

By Andrew
Lippe

In an
effort to increase interaction with younger fans the Houston Astros
became the first MLB team to install two Bluetooth zones inside their ballpark.

Minute
Maid
Park’s
Bluetooth areas are located near Lefty’s Bar-B-Que, in the left field
concourse, and the 9 Amigos restaurant located in the concourse behind center
field. Minute Maid Park’s Bluetooth capabilities allow fans to download for
free exclusive team content such as Astros wallpaper, player bios, video clips,
and various ticket promotions directly to their phones.

“Our Owner
[Drayton McLane] put in a challenge to reach Y generation,” says Astros
Assistant Director of Marketing Clint Pasche. “This Bluetooth technology is
popular in Europe and

Japan
stadiums.” Bluetooth kiosks or zones like the ones in

Minute
Maid

Park can locate devices
and then transport the content to phones.

Once
Bluetooth is “discoverable” on a cell phone the content becomes
available. Right now the Astros offer player wallpaper of superstars such as
Carlos Lee, Craig Biggio and others. Fans are given the chance to vote these
players into the All-Star Game. “This content has a viral ability. Content can
be transferred from one’s person phone to another,” adds Pasche.

The Astros
are also offering video content of the famous home run spectacular from the
Houston Astrodome. The homerun spectacular awed fans for years. It was a
fireworks display that included lighting effects of shooting cowboys and a
snorting bull. “We are interacting with the college guys and talking in their
language,” adds Pasche. The Astros also offer special ticket promotions like
half off ticket prices.