The idea of hyper masculinity at a sporting event defined by Delaney and Madigan states that “hyper masculinity refers to a belief among young male that honor and respect are the result of one’s ability to physically dominate another.” Violence at sporting events in America has  forever been a factor. The play on the field many times is a factor in fan engagement. The emergence of social media has given organizations a new communication medium to contact their fans. Sports teams may consider the trend of play within the world of marketing and advertising to help steer fans away from violence.

This belief that fans receive honor and respect by dominating another can be manipulated in a way that is constructive for both the fan and the sport organization. Giving the fans a social game to play at every event can control this. With the emergence of smartphones (somewhere near 450 million world wide) a social game played through mobile devices can be very appealing. For example, fans at every Buffalo Bills game could be encouraged to download the “Super Fan” app. This app is used similar to the social site Foursquare. Fans use this application to gain points throughout the season.

This application keeps track of the number of times the fan comes to the games, the purchases they make at concessions, the purchases they make at the team store, ect. The fans receive a certain number of points for every check in to the stadium, and every purchase they make. For example, every time a fan checks into the stadium for a game they receive 10 points. Every time they purchase a hot dog 5 points. How do you keep track of the fans points you ask? Simple, QR codes.

A QR code is a 2 dimensional bar code that can be read by a QR scanner. These scanners can be found in the Android and Apple markets respectively.

When merchandise or concessions are purchased they have a QR code on the tin foil of the hotdog, on the plastic cup of the beverage, and on the price tag of the merchandise. When an item is purchased the code should only be allowed to be scanned once. Once the code is scanned the points for the purchase are totaled into the fans previously created user name in the app. Certain items allow the fans to gain more points (most likely based on the price of the item). The more the fans are willing to pay for an item the more points they gain from the scan.

The fans can also submit photos of themselves doing encouraged fun acts at the game, presented by the team itself. This would be a part of the marketing plan. This idea would be similar to the recent trends of “planking” or “tebowing”, in which individuals pose for a photo and post it to their social media sites. This idea would encourage fans to maybe present a picture of their game day face paint or a picture of their tailgate to the Bills twitter page. By posting their photo and username the organization could monitor the site and add points to the fans username. This different ploys can be used throughout a season to keep the fans engaged and excited.

The ideas for play marketing are endless. With a social gaming system for fans to play, their is another element added to every sporting event. With the world of social media interactivity and interconnectivity allow marketers to communicate directly with consumers. Consumers are able to communicate and see results in real time. Fans are able to prove their loyalty to a team and have it be measurable. The experience could also attract some fans that would not attend events otherwise. They are simply their for the social game. By adding a system such as this teams could potentially create a buzz about their team, fans, and overall game day experience.

The application would keep track of points and list the top 25 fans on the team website each and every Monday. The top fans in points receive team prizes from the organization. The top fan at the end of the year will walk away with a car, large cash prize, or season tickets for their loyalty. You make the fan experience more interactive, and it encourages fans to be more apart of the team. By doing this fans may go to the stadium looking to be hyper masculine on a social media platform. They are going to games to gain points, win prizes, and beat all the other fans in a game rather than physically. This may control the physical mentality and change the definition of fan experience. (excuse the Buffalo Bills reference, upstate New Yorker. Go Bills!)