The Association of Volleyball Professionals (AVP) was established in 1983 and is comprised of the best men's and women's pro beach volleyball players in the United States. The AVP seeks to deliver its fans the experience of an amazing athletic contest surrounded by an unforgettable beach party. The organization unites men's and women's volleyball professional under one umbrella; thereby maximizing sponsor dollars, marketing opportunities, media coverage and prize money.
CHALLENGE
Jose Cuervo, the largest sponsor of the AVP tour, entered into the 2nd of its 3 year marketing agreement with the AVP. They wanted a solution that included interactive marketing- bringing together online and event marketing. They looked to the AVP to properly allocate its marketing dollars to achieve greatest brand recognition. The AVP, in turn, needed a solution that brought its online marketing efforts together with live event marketing during the tour.
The AVP together with Jose Cuervo, created the "Cuervo Cabana"- an "internet beach lounge" say Jason Fitzgerald of the AVP. They conceived of a beach lounge area where fans would visit, surf the internet and relax. To increase its drawn, fans would be allowed to visit the AVP website and vote for the Ultimate Beach Guy & Girl.
The real challenge of this solution came in bringing the marketing effort to each event. The AVP tour visits 18 locations, including 7 beaches, and travel can be difficult on technological solutions. They needed something durable, easy-to-transport and setup, and sexy enough to look good inside the "Cuervo Cabana" beach marketing tent. The AVP also wanted to include digital signage to play classic and modern volleyball match reruns and lure fans into the Cuervo Cabana. The problem was there was nothing on the market that incorporated interactivity with digital signage; nothing that provided the durability necessary for mobile and beach deployment locations.
SOLUTION
The AVP searched for a durable, reliable system that could withstand the rigors of constant travel and still maintain the ability to successfully market the "Cuervo Cabana" experience. They contacted SeePoint Technology and presented its project managers with the concept and product challenges.
SeePoint immediately recommended its VantagePoint system - a durable kiosk system that included integrated kiosk keyboard and trackball mouse. This unit also allowed for marketing versatility using its cabinet signage acrylic overlay. This overlay allows Cuervo and the AVP to change print advertising as little or as often as they require- securing the advertisement to the front of the kiosk system.
However, there was still the desire for digital signage. SeePoint called on its engineers and designers to create a solution that would allow for digital signage. They created a Dual Display model, a system that provides interactive marketing via the kiosk system, with cable and power management necessary to drive the digital signage large screen LCD. All stability, electricity and integration issues were resolved by SeePoint's engineers- making the unit fully integrated with no exposed ports, wires or cables. Furthermore, using SeePoint's travel cases protected and facilitated ease of transport for this product solution. SeePoint's custom solution overcame all of the challenges presented by the AVP and resulted in an interactive, easy-to-use internet stop in the Cuervo Cabana.
RESULTS
The AVP used SeePoint's Dual Display model throughout its 18 location tour. Jason Fitzgerald, with AVP Marketing, provided his feedback on the solution, "We chose SeePoint because their solution is easy-to-use, their staff is open and responsive, and the units can be marketed specifically for our client [Jose Cuervo]." The units drew thousands of beach fans to interact with the marketing campaign, generating thousand of new entries for AVP's consumer database.
