Finding what you needed at Nashville’s oldest, and the south’s largest fall festival was a snap this year, thanks to beacons, the Physical Web, and our unique platform to manage both.
Promoted as a free three-day festival every October since 1979, Nashville Oktoberfest in the Historic Germantown neighborhood has been host to German culture, food and beer. Lots and lots of beer.
For 37 years, this giant party has grown to become Nashville’s oldest, and one of the largest Fall festivals in the South. This year’s crowd topped more than 146,000 visitors and included parades, a dachshund derby, a 5k run, hundreds of craft and food vendors, five stages of music, and Nashville’s very own grown-up beer slide.
From our first meeting with the Oktoberfest organizers to the first day of the event, we only had 14 days to help them prepare. Event organizers wanted to give attendees quick access to information about the festival, its vendors, and the schedule of upcoming events.
The content strategy was simple. Make sure anyone who wants to access information about the festival’s schedule, activities, attraction locations, or food vendor information, could do that quickly and easily.
Fourteen days after our first meeting with the event organizers, we delivered a fully-functioning beacon proximity campaign, complete with a native iOS app, a native Android app, 80 content CoverCards™ (including links to maps, schedules, vendors, rotating sponsors, and promotions), awareness sign graphics, vendor identification graphics, and handout graphics. (The Oktoberfest event organizers handled printing and distribution of the signs.)
The beacon hardware deployment started with the organization of beacons in our PHY.net Physical Web platform.
After importing all 140 beacons’ phyIDs, we grouped each in folders according to location/zone, then function, and labeled each group.
Rapid Development: 14 days from concept to launch a custom branded app for iPhones and another for Android devices.
“Some of our guests who walked through, they were inquiring about it because we had the signage to let them know to download the app. We thoroughly enjoyed being part of it. We enjoyed having it as a nice user-friendly tool to direct traffic our way.”
Owner, The Buns on the Run
If you’re looking for a fast, user-friendly way to share information with a massive number of people on their smartphones, Physical Web beacons deployed and managed with our PHY.net platform are an ideal pair. In retail, this is called inbound proximity marketing, but the value goes beyond simple inquiries and coupon deliveries. Whether marketers are wanting to persuade, inform, entertain or give users the ability to interact with the places and things nearby, the Physical Web is an ideal solution for any event, venue, or retail store. If you would like to know more about how it can help you connect with your customers, contact us.