Hurdl, A Different Kind of Wearable Tech
Betsy McHugh, founder of wearable tech company Hurdl, is on a mission to de-anonymise the people who attend concerts and events by reinventing what live event experiences look and feel like. McHugh comes from a music industry background, previously an artist manager for both Keith Urban and Hunter Hayes, and experienced her own frustrations with no real way to communicate or even thank fans at shows. This frustration led to the Nashville based startup being born and they’re planning to transform concert and sports experiences alike.
To “shine a light on fans” Hurdl build low cost and individually addressable LED wearables which can remove the barrier between audiences and people on stage, the court or the field. Audience members receive a wristband on entering venue, no app is required, they simply text to activate. The device is worn like a watch, controlled via radio frequencies and can connect with individuals.
The issue right now is event organiser do not know who is attending the events. The average ticket purchase is 2.7 tickets – round that up to 3 and at best you’re only getting data on 33% of the audience. This leads to limited audience engagement, low merchandise sales, crowd security risks and ineffective post-event marketing. Hurdl is three times better at collecting data that can identify entire audiences and provide a direct marketing channel to individual fans during and after the event.
Through the simple, one-to-one communication network organisers can ask fans specific questions to collect specific information and then light up segments of the audience from the data collected. They can then send merchandise offers, sponsor messages and thank yous to the audience, all of which can be hugely beneficial since the audience are most likely to buy straight after the show.
With Hurdl fans have a means to become an active and engaged participant in the show and for organisers it’s a way to build fan acquisition and strengthen relationships. It’s exciting to see some innovation in an area where there’s been minimal change for some time, and since this is the first product we’re excited to see how the team at Hurdl will continue to make the audience an active and engaged part of shows and events.