Click here to see the photothat Replay took at this past weekend's Michigan game against Notre Dame.
Harnett licenses the camera technology from a South African company who invented it years ago. She started the Fan Cam with the Pittsburgh Steelers for the AFC Championship game last year and was pleasantly surprised that people clicked on their photo in the crowd and printed it out to the tune of $18,000 in sales in five days.
"Fans just love seeing themselves in the crowd," Harnett said.
Michigan hasn't committed to allow fans to buy individual pictures of themselves from this photo yet, but they have put the photo on the Wolverines Web site. Out of the crowd of roughly 114,000 people, 30,000 fans tagged themselves in the crowd within 48 hours. The photo was viewed by 85,000 people.
"In our entire history, I've never seen a reaction like this," Harnett said. "It's extremely viral. The average person spends seven minutes looking at the photo."
And that's where the second part of the money making comes in. The Steelers are having Replay do a Fan Cam photo at every game. It's sponsored by the Pittsburgh Post-Gazette.
"Brands and sponsors want to be a part of something that has fans so engaged after a game," Harnett said. "And there's one more thing that they all love. Once people tag themselves in the crowd and give us their e-mail, it becomes a huge data collection engine for the companies that are trying to target those fans."
Clients keep coming to Replay. This year, ESPN signed on for the company to take a Fan Cam picture at every College GameDay. The photo lives on ESPN.com for fans who were there to check out.
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