Fleming Howden adopts cutting-edge tech to promote BRAW’s Scottish credentials to rugby fans

By Gill Hyslop

- Last updated on GMT

BRAW (Scottish slang for fine, good or pleasing) is described as a Scottish snack bar made with 100% natural ingredients. Pic: Fleming Howden
BRAW (Scottish slang for fine, good or pleasing) is described as a Scottish snack bar made with 100% natural ingredients. Pic: Fleming Howden

Related tags Fleming Howden BRAW Scotland iWalker Digital marketing

The snack bar’s marketing team selected the groundbreaking iWalker technology to get its message across to the partisan home crowd at the Guinness Six Nations rugby match between Scotland and England at Murrayfield, Edinburgh.

According to GOMO Digital, iWalker technology takes digital media to new heights, enabling brand owners to ‘move’ with its target audience.

iWalker 1

Central to the tech is a wearable raised LCD screen – purportedly the world’s brightest sunlight-readable display – with integrated stereo speakers that provides the ultimate HD experience. Fingertip control enables the operator to mute or adjust volume.

Brand owners create their bespoke digital advertising content, which can include video and imagery, along with steaming social media content. iWalker’s cloud-based signage software allows remote access to push real-time content to its specialised advertising screens.

At the Murrayfield game, not only did iWalker deliver the BRAW message – tailored to support Scotland – it also enabled Fleming Howden one-on-one interaction with rugby fans.

Facial detection software is standard with the platform and detailed profiles of ‘watchers’ is split into four key demographic groups, collating valuable customer data during the process for brand owners.

Coming face-to-face with fans

“Our afternoon at Murrayfield enabled us to get the brand face-to-face with over 30% of those who attended,”​ said Rob Mullen, Fleming Howden’s head of marketing.

“To directly interact with so many people with competitions and giveaways is fabulous, particularly when you think we were able to directly reach people in areas around the stadium that wouldn’t have been possible using other media.

“Not only do we have the benefit of creating so many positive customer experiences with the BRAW brand, we also have a much clearer idea of BRAW’s demographics, as this information is automatically captured and interpreted via the iWalker technology.

“I have no doubt this information will be of invaluable benefit to us going forward.”

BRAW bar is proudly branded a Scottish snack, packed with honey coated barley flakes and available in two variants: Salted Caramel and Bakewell. Its produced by Edinburgh-based Fleming Howden, a bakery and ingredients manufacturer that was previously part of Rank Hovis Milling Ltd, before being acquired by AB Mauri UK & Ireland in 2018.

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