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No matter the event or how fans gain access, Hurdl can find out who is in the audience and start a conversation. Combining the pleasures of LED wearables and the energy of direct-to-consumer marketing, the startup and Techstars graduate has created a system that lets artists, venue organizers, sports teams, promoters, and brands know exactly who is in the audience and engage with them.

Our system allows fans to identify themselves as being at an event so our clients can have a conversation with them. Betsy McHugh

Global brands recognize that live events are filled with potential customers, but often their approach to engagement involves techniques fraught with data and privacy concerns; facial recognition and biometric screening being two especially hot topics. Direct-to-consumer marketing startup Hurdl has found a solution to this problem, using LED wearables to provide an opt-in experience with off-the-charts 1:1 engagement results.

Hurdl is able to gather audience data by giving fans an LED wristband upon entering a venue, which attendees can choose to activate via SMS. On average, 67% of the audience will activate and 95% of those who do so will answer up to 5 survey questions. In return they receive special offers, merch deals, and more as determined by the organizer, while their LED wristband allows them to be part of the light show at the event.

The system helps gather 8 times the data on who’s in the room compared to other methods and systems, eliciting a 95% response rate on short surveys, honing in on what fans are thinking, drinking, wearing, and driving

I invited Betsy McHugh the Founder and CEO of Hurdl Enterprises back onto the show to learn how she is pioneering the de-anonymization of persons in event venues with a new kind of entertainment experience. With nearly two decades of experience in live events at CAA and as an artist manager, Betsy McHugh has worked with such artists as Keith Urban, Hunter Hayes, Radiohead, Beastie Boys, Foo Fighters, John Mayer, Bon Jovi and dozens more.

Now as the CEO and founder of Hurdl, Betsy is pioneering the next generation of fan-based marketing by personalizing the in-venue fan experience. Hurdl’s patented technology creates fan-based experiences that allow for a brand new direct to consumer marketing, advertising, and distribution platform – without requiring consumers to download yet another mobile app.

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We also talk about how this wearable technology is bridging the gap between artist and audience while being both accessible and affordable.

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