Stony Brook University is leveraging beacon technology to bring location-based mobile offers and messaging to its campus and drive more community traffic to its on-site arena for athletic and cultural events.

A new partnership with Mobiquity Technology will enable the New York state-based university to deliver more offers and information to students and community members, as well as enhance the amenities and services its 40,000 square foot arena offers. While Mobiquity’s technology has established a strong presence in malls across America, it is now aiming to tap into the market of college campuses.

“Any event can be enhanced by delivering entertaining supplemental content via mobile technology,” said Jim Meckley, chief marketing officer of Mobiquity Technologies, Inc, Garden City, NY. “Events have gone from passive to interactive, creating unique experiences that become memorable and differentiating, and the live experience can now be extended to everyone’s favorite screen – their mobile device.

“That certainly will be true in Stony Brook University’s new arena, the home to its basketball teams and site of many academic and cultural events.”

Thinking ahead with technology

Stony Brook University is one of the latest colleges to offer a mobile application for prospective students and families. The university hopes that adding beacons will entice more current students to download the app as well.

The app will be incorporating Mobiquity’s multi-technology platform, which also includes Bluetooth, Wi-Fi, near-field communications and QR codes. The users of the Stony Brook app will now be privy to relevant, contextual information and promotions through the beacon network.

The university is the first college campus to team up with Mobiquity for beacons.

“The university demographic is the perfect audience for mobile engagement,” Mr. Meckley said. “In fact, a recent study done by Baylor’s Hankamer School of Business indicates that college students spend between 8 and 10 hours per day on their smartphone.

“Stony Brook clearly has embraced this trend, and is preparing to communicate with their community via their preferred methods.”

Stony Brook’s app features an interactive student guide, self-guided tours, campus landmark information and other interactive multimedia designed to give an all-inclusive campus experience to potential applying candidates.

“Additionally, through the Mobiquity Network, Stony Brook University will have the opportunity to educate, entertain, and promote future events,” Mr. Meckley said. “It’s a win-win for the school and for those mobile users who receive information that is useful, entertaining and therefore, welcome.”

Enhancing fan experience

The beacon technology will specifically target the school’s arena, which recently underwent $21.1 million in renovations. It features a plethora of enhancements such as bowl seating designed to provide a cozier atmosphere for thousands of spectators, new practice courts and what it refers to as modern arena video technology.

Other improved fan amenities include new restrooms, concessions and an expanded concourse. Stony Brook seeks for this influx of technology to further boost fan experiences and perhaps draw other community members to come to the arena for cultural and athletic events.

The beacon technology will allow for the university to work with a slew of select advertisers it finds appropriate for the highly sought-after target audience of college students.

“At their core, Beacon networks are about enabling contextual relevance, and creating a real-time connection between the digital and physical worlds to enhance the overall user experience in mobile apps,” Mr. Meckley said.

“In addition to the obvious opportunities for on-campus information, self-guided tours, and selective advertising, there are opportunities to overlay security and utility applications that will bring subtle, yet significant improvements to the on-campus in-app experience.”

Final Take
Alex Samuely is an editorial assistant on Mobile Commerce Daily, New York