The US Tennis Association (USTA) has used a network of Bluetooth beacons placed around the US Open’s Flushing Meadows venue to tailor its mobile app to event attendees, learn how ticket holders moved around the location, and push messages to fans.

The Bluetooth beacons were supplied by Gimbal and used in conjunction with Urban Airship‘s mobile marketing platform to deliver messages.

“Using Urban Airship and Gimbal together for the 2014 US Open not only worked seamlessly, but offered us sophistication to provide the ideal mobile experience for tennis fans and learn more about foot traffic at Flushing Meadows,” says Brian Ryerson, the USTA’s digital strategy manager.

“As one example, rich messages sent via beacon-triggered push alerts and [our] inbox feature allowed us to position part of our global mobile app specifically to the on-site fan while not interrupting the experience for those not on-site.

“The messages allowed our mobile app to become a true ‘day guide’ for everything happening around the Billie Jean King National Tennis Center. Another example, using geo-location and rich media we were able to monetize push and the in-app messaging to drive sponsor goals and promote great on-site user experience.”