CHE Proximity creates ‘Alert Shirt’ for Foxtel which allows AFL fans to experience the physical world of the game
Foxtel, with help from CHE Proximity, is making the most of the wearable technology trend in its latest campaign which aims to take the AFL fan experience into the physical world by allowing them to feel what the players experience as it happens during the game.
CHE Proximity has created the ‘Alert Shirt’, working with wearable technology experts We:Ex to gather real-time game data which is transmitted via a mobile Bluetooth app to the electronics inside the shirt.
https://www.youtube.com/watch?v=maHGf3LNGMs
The shirt then converts this date into sensations that simulates the live sporting content and can be used during live games shown on the Fox Footy channel.
CHE Proximity executive creative director Leon Wilson said: “Up until now fans have only been able to connect with their team on an emotional level. Now they can physically feel every impact, rush of adrenalin, or anxious heart beat.”
The agency and We:Ex worked with AFL captains Scott Pendlebury of Collingwood, Luke Hodge of Hawthorn and Trent Cotchin of Richmond, to get a deep understanding of how the body feels during moments of the game.
Foxtel executive director of sales and marketing Ed Smith said: “We know AFL fans are amongst the most dedicated sports fans in the world, and at Foxtel we’re always looking for ways our subscribers can connect with the game and their favourite team. The alert shirt is the first of its kind in the world and we’re proud to offer this ground-breaking technology to AFL and Fox Footy supporters.”
The Alert Shirt is available to AFL club members who purchase Foxtel and existing Foxtel fans.
Credits:
Client: Foxtel
- Ed Smith, Executive Director of Sales and Marketing
- Jesse Stephens, Head of Acquisition Marketing
- Emma Lambourne, Acquisition Marketing Manager
- Tara Langtry, Acquisition Marketing Executive
Agency: CHE Proximity
- Leon Wilson, Executive Creative Director
- Sam Harris, Copywriter
- Tom Wenborn, Art Director
- Sam Maguinness, Head of Digital Craft
- Tom Lear, Digital Designer
- Tony Chilvers, Planning Director – Interactive
- James Needham, Planning Director – Brand
- Elizabeth Bierre, Senior Account Director
- Shannon Mason, Senior Account Manager
- Josh Armstrong, Senior Account Manager
- Richard Taylor, Head of Digital Creation
- Di Nash, Head of TV Production
Production Partner: Wearable Experiments (We:eX)
- Ben Moir, Technical Director
- Billie Whitehouse, Fashion Director
- Annabel Stevens, Digital Research Manager
- JP Liew, Electronics Engineer
So how much is this shirt going to cost? And, what players will be wearing them during the game to be transmitting these alerts? Because if Hodgey is lining up for goal, how do I know if his heart is fluttering if he’s not wearing the shirt on the day??
Finally, where can Collingwood fans steal these from?
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Noice.
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This is very cool! Can’t wait to get my hands on one of these
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Is this like the tech-underwear that another brand brought out for partners living apart? And is it possible that footy players can now feel up people without even being in the room?
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awesome!!!
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just too much of a stretch here for me. you certainly can replicate the erotic touch of a man/woman with some pulsating and vibrating…but match a hard hitting tackle???…..nah, cant swallow it.
that said, im speaking from no experience here, so ill come back when ive got one of said shirts
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really? a buzz or a vibration whilst watching the AFL whilst wearing this shirt – this is so far fetched for the average viewer, its a total gimmick.
It may do well as an experiential/event type platform where the public/kids can give it a go for fun.
At the end of the day if you want to experience the game you get off your ass and go to a live game or go grab a footy with your mates and give it a kick. No amount of buzzing or vibrating in real time will ever make you experience or feel what the player is feeling.
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Feel the experience of fumbling and the rush of getting a point for missing!
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