Using Airdrop, Apple's easy file transfer feature, ESPN sent personalized messages to people in certain NYC locations, prompting them to think of why they were there doing (insert specific activity here) instead of watching the NBA finals. The approach might feel a little too Big Brother for some, but it definitely caught the attention of consumers, and came off as playful.
Hyper-personalized, real-time messaging like this could effectively be used to deliver personalized message in specific locations, especially at event activations, but must be done right to avoid being all-out creepy.
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