Thursday
Sep232010

Madison Square Garden Dials Up Phizzle To Engage Fans With Mobile Marketing Campaigns

September 22, 2010: Madison Square Garden, Inc. is taking a cue from The Who's Going Mobile, signing a deal naming Phizzle "to power robust and enhanced mobile marketing campaigns" for the New York Knicks, New York Rangers, New York Liberty and regional television networks MSG and MSG Plus, as well as the company's digital marketing database, the MSG Insider.

Financial terms of the deal were not disclosed.

The deal comes on the heels of Madison Square Garden confirming it has agreed to a sponsorship alliance naming JPMorgan Chase as its first marquee partner. Described by both sides as a multi-platform, multi-venue, multi-media alliance, the marquee partnership gives the financial firm top-level of access and exposure for such venues as Madison Square Garden, Theater at Madison Square Garden, Radio City Music Hall, Beacon Theatre and Chicago Theatre; as well as MGS's sports teams and media outlets. MSG has signature Partnership pacts with Coca-Cola, Anheuser Busch and Delta Air Lines.

MSG's deal with Phizzle will enable the company's Web-based platform, PhizzleMobile, to bring "real-time mobile interactivity to engage audiences, both in-arena and out," with MSG's properties. As The Who sang, "Keep me movin' groovin', movin' yeah. Mobile, mobile, mobile, yeah!"

"We are excited to work with Phizzle to enhance our mobile experience for Knicks, Rangers and Liberty fans, MSG and MSG Plus viewers, and all our event attendees," Scott Richman, svp and GM for MSG Interactive, said in a statement. "Phizzle has a fully integrated, 360-degree platform, and creative ideas to engage our fans, build our databases, and help generate additional opportunities to integrate our marketing partners."

According to MSG, a variety of text messaging campaigns will be incorporated to ensure a "fun, exciting and participatory audience experience," including Text-2-Win promotions, Text-2-Vote polls and surveys, and Text-2-Screen. To enhance the audience experience via mobile devices, Phizzle said it would provide MSG with a "comprehensive set of mobile & SMS marketing tools to create integrated, multi-channel, mobile marketing programs for fans, event sponsors and local advertisers."

The privately owned San Francisco-based Phizzle also has deals that include the NBA's Cleveland Cavaliers and  Philadelphia 76ers, the NHL's San Jose Sharks and Nashville Predators, and such media companies as Fox Sports, Comcast-Spectacor and DirecTV Sports Networks.

"We are extremely fortunate to have this opportunity to be partnering with such legendary brands to meet the demands of MSG's professional sports teams and television networks to create an outstanding combination of deep customer loyalty and increased revenues," Ben Davis, CEO of Phizzle, said in a statement. "MSG is committed to providing a comprehensive mobile strategy to effectively increase participation and initiate one-to-one dialogue with their fan base and Phizzle is excited about working together to allow our technology to deliver the ultimate fan experience."

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