BeerMe

Case Study

ABOUT THE BEERME

BeerMe is a mobile-ordering program that allowed fans to order drinks from their seat by tweeting to the handle @BeerMe. It was launched for a trial period in partnership with the Miami Dolphins at the Sun Life Stadium. Appetize created the back-end technology that integrated Twitter with the Dolphins’ hospitality system Centerplate, and enabled guests to order cold beers without leaving their seats.

• Offer a uniquely delightful experience for fans

• Test a new approach to selling refreshments at large-scale events

• Streamline order and delivery process

• Partner with Centerplate & Twitter to launch beer delivery and fulfillment service driven by tweeted orders

• Implement Appetize software system at Sun Life Stadium

• Provide hawkers with mobile devices for verifying orders and completing transactions

• Average delivery time 5-7 minutes

• 1/3 customers made repeat orders

• Average order size up 35%

“This is the next wave of how you’re going to see in-seat ordering take place.”

Tery Howard, Sr. VP and CTO for the Miami Dolphins

1.

THE CHALLENGE

The Miami Dolphins wanted to offer a fan experience like no other at Sun Life Stadium, and Anheuser-Busch was in search of an innovative way to provide their beer to customers on gameday. With the high volume of guests attending events and purchasing concessions at their venue, the Stadium’s new system would also need to be extremely efficient – and ensure fans wouldn’t miss a second of the action.

2.

THE SOLUTION

Appetize teamed up with Sun Life Stadium’s hospitality partner Centerplate to launch a limited trial of BeerMe, a program that allows guests to order beer from their seats through Twitter. Appetize created the back-end technology, and integrated it with Twitter and Centerplate for orders and fulfillment.

3.

APPETIZE APPROACH

A trial launch of BeerMe offered the service to about 1,200 fans during a game against the Jets. Guests simply ordered by tweeting their seat ID number and beverage choice to @BeerMe on Twitter. Orders were then routed to the Centerplate team via Appetize’s software system, fulfilled by staff and delivered to the guest’s seat by a vendor who completed the transaction through an Appetize-powered mobile device. The easy-to-use system enabled staff to provide the service with very little training, and deliver cold drinks to satisfied customers fast.

4.

RESULTS

With minimal training and infrastructure investment, Appetize enabled the delivery of cold beers to happy fans in an average of 5-7 minutes through BeerMe. Over one-third of customers who used the service made repeat orders, and fans were motivated to make purchases about 35% larger than usual because of the simplicity of ordering and payment. Most importantly, guests were happy their drinks didn’t cost them any precious moments away from their friends, families and the big event.

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