Love, Baseball, and Robots

Miami teams with Nickelytics & Kiwibot for MLB's first robotic activation

By amberelarkins Last updated May 7, 2024

our vision is to take a pivotal step into sports advertising

a message for lindmark — a message for Lindmark

The Miami Marlins have partnered with Nickelytics, an ad tech startup, and Kiwibot, a developer of autonomous robotic technology, to introduce in-stadium robotic activations designed to elevate fan engagement throughout the baseball season.

Kiwibot’s autonomous robots, traditionally used for urban delivery services, will deliver food at LoanDepot Park. The robots, paired with Nickelytics’ dynamic ad platform, will offer an engaging, interactive fan experience.

“In this campaign, our vision is to take a pivotal step into sports advertising, redefining it in a futuristic way that not only captures attention but also enhances the overall fan experience,” said Judah Longgrear, CEO and Cofounder at Nickelytics.

This idea was inspired by recognizing the potential of engaging fans distinctively within sports. Nicketlytics allows fans to experience games in a novel and interactive fashion, enhancing their overall enjoyment and involvement in sporting events.

“The robots are poised to offer a distinctive interactive marketing experience for fans, marking the beginning of our food delivery service within the ballpark,” Longgrear said. “This innovative approach enhances fan engagement and introduces a convenient and futuristic way to enjoy food during games.”

But fans can get a little crazy… Did Nickelytics have any concerns for the robots’ safety? Longgrear said ensuring the robots’ safety was a top priority.

“We have a dedicated field team that oversees operations onsite, coupled with remote piloting capabilities to address any concerns promptly and effectively,” Longgrear said.

Choosing the Marlins as their first team partnership was a strategic decision to significantly impact the sporting vertical, particularly within Florida, where their headquarters are located.

“This decision holds great significance for our partnership, amplifying the impact and reach of our collaboration within our local community and beyond,” Longgrear said.

Nickelytics measures campaign results through their data analytics platform. The platform provides insights into campaigns including detailed measurements and heat maps to gauge effectiveness. It also provides demographic information including age groups and income levels to help brands understand and target their ideal consumers more effectively.

“The outcomes of the campaign have exceeded our expectations, demonstrating remarkable success. Averaging over thousands of impressions a day. Witnessing the interaction with the robots has been truly astonishing, and we are eager to further develop and expand this vertical moving forward,” Longgrear said.

Nickelytics leverages out-of-home advertisements through mobile assets, including gig economy vehicles, and autonomous delivery robots.