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inMarket, Wells Fargo Bring Out Beacons In Support Of Zac Brown Band’s Veterans’ Benefit At Wrigley

The country music star's 9/11 show will use the Bluetooth-powered devices to promote No Barriers USA’s Warriors to Summits program.

Zac Brown Band (at Boston's Fenway Park)
Zac Brown Band (at Boston’s Fenway Park)

Beacon platform inMarket is expanding the use of its proximity marketing tools from retail to charity for a 9/11 concert at Wrigley Field by the Zac Brown Band and sponsored by Wells Fargo.

Proceeds from the concert, held on one of the most solemn days on the American calendar, is for Warriors to Summits, which is part of No Barriers USA, a non-profit that helps veterans and transitioning service members with disabilities and their families.

Wells Fargo began participating with Zac Brown’s Warrior’s To Summits shows last month. The addition of inMarket’s beacons at the 9/11 concert will allow fans who open the band’s mobile app at the show to pledge support to Warrior’s To Summits.

“We’re honored to work with Zac Brown Band and Wells Fargo in support of Warriors to Summits,” said Todd Dipaola, CEO, inMarket, in a statement. “We’ve seen the power of beacons in the retail setting, and now Zac Brown Band is showcasing how the technology can be used in the music industry to improve the fan experience while driving awareness for a great cause.”

In addition to assisting a worthy cause, the effort also shows inMarket expanding its own use cases and abilities.

The Venice, CA-based proximity marketing provider boasts a reach of 36 million active monthly users via top shopping apps in every major U.S. retail location. Up until now, it’s mainly served brands in stores, but with this effort, inMarket can demonstrate how it can serve an individual artist in a concert setting, much like Facebook did last month with by installing its Place Tips beacons at the Lollapalooza music festival, which was also held in Chicago.

“If you have Zac Brown’s app, or one of the apps that inMarket represents, at the show, you’ll get a push notification asking for your support of Warrior Strong, which is the cause we’re supporting with Wells Fargo,” said Dave Heinzinger, inMarket’s senior director for Communication. “If you think about the opportunity there is from retail to music, whatever the category, this is a recognition that audiences are shifting to mobile first.”

It’s important for artists, as it is for retailers, Heinzinger added, “to understand the importance of reaching their respective audience with directly relevant messages, where they are at the moment and when they’re most receptive.”

inMarket's beacon makes the leap from retail to concert venues.
inMarket’s beacon makes the leap from retail to concert venues.

Aside from moving from consumer packaged goods and clothing, serving an artist in a concert setting is a tremendous leap, though Heinzinger noted that although this is not inMarket’s first non-store venue, it is its biggest.

Wrigley Field, with a seating capacity of 41,688 and about 600,000 square feet in total area, could accommodate several large supermarkets. While inMarket is not revealing how many beacons it is installing at Wrigley for the Zac Brown show — and no word as to whether this will entail a continued relationship with the band or the venue following tonight’s concert — Heinzinger did express confidence that the company’s beacons will be able to reach as many audience members as needed.

“You can do a lot more with one beacon and a reach of 36 million than you can with a million beacons and a small audience,” Heinzinger said. “The beacon is just the facilitator. It’s about being able to engage people where they are with a beacon. As an analogy, if you build houses, you use a hammer. But the point is to build the actual house, not just have a hammer.”