When Sheena Ferguson Gordon and her husband began discussing what would eventually become Hoot, they weren't interested in creating another social media platform. Their goal was to build something that encouraged people to put their phones down and engage with the world around them. "We've seen people pulled apart when technology should have 

brought us together," Ferguson Gordon said.

 

The app idea took shape during a flight home from Hawaii. During a frightening incident in the air, Ferguson Gordon realized the flight attendants had access to real-time information while passengers did not. Shortly after, Ferguson Gordon immediately messaged her husband with an idea for an app that connected people through live, verified, real time experiences.

"How cool would it be if there was an app that let people know what was happening right now?" Ferguson Gordon recalled saying to her husband, Hoot co-founder and CEO Drew Gordon.

 

That vision has evolved into Hoot App, Inc., a location-based platform built on verified human presence that allows users to discover what's happening around them in real-time. Now, Hoot is bringing that concept to one of the nation's most passionate fan bases, Big Blue Nation.

The University of Kentucky and UK Athletics recently announced a multiyear partnership with Hoot, making the university the company's flagship collegiate partner. Beginning with the 2026-2027 academic year, the app will introduce the "Big Blue Nation Canopy," a live digital layer connecting fans across UK athletic venues, campus, tailgates, downtown Lexington and more.

 

The Kentucky launch is especially meaningful for Hoot chief operating officer Sheena Ferguson Gordon and chief of partnerships Mikailyn Maddox Huffman, both Ashland natives and former University of Kentucky student-athletes. Ferguson Gordon played soccer for the Wildcats while Maddox Huffman was a member of the UK Dance Team.

“As someone who grew up in Kentucky and also had the privilege of being a student-athlete at UK, this partnership is incredibly personal for me," Ferguson Gordon said. "We believe Hoot is going to give fans, students, alumni and the entire Wildcat community a completely new way to experience connection in real time," Maddox Huffman added.

 

Unlike traditional social media platforms built around followers and algorithms, Hoot uses geolocation technology to activate Canopies, live social spaces where only users physically present can post, interact and share content. Several features are designed specifically within the app to enhance the game day experience.

Landings help fans locate active tailgates, alumni gatherings and the busiest locations before kickoff. Echoes allow users inside the Canopy to share story-style photos, videos and updates, creating a live stream of fan-generated content. Through HootMe, users can message one another, receive alerts and connect with fellow fans attending the same 

event.

 

Although Hoot's first major collegiate launch centers on athletics, its founders say the platform extends beyond game day. Hoot has also partnered with Commerce Lexington,the primary chamber of commerce and economic development organization for Lexington, Kentucky.

 

The app supports local businesses through HootDeals, offering location-based promotions available only to users who are physically present. Another feature called Paths guides users through curated experiences such as restaurant, bourbon and 

entertainment tours, while providing businesses with customer engagement data.

The company recently tested one of those experiences during a local vendor event attended by approximately 2,000 people. According to Ferguson Gordon, 65% of participants completed the featured path. “That’s huge!” she said. “It’s valuable for people to know that other people used the app and completed the stops. That’s a crucial piece of data.” 

 

The app also includes job postings and analytics that allow businesses to measure customer engagement and return on investment. Beginning in fall 2026, incoming UK students will be introduced to Hoot as a tool for discovering campus activities, connecting with classmates and engaging with the Lexington community. Students may participate anonymously at first before choosing to connect with friends known as HootMates. Safety is also a huge priority. Users can share their real-time location with trusted HootMates if they feel unsafe, and the company’s leaders envision future partnerships that 

could help distribute emergency information to law enforcement quickly throughout a community. Parents are also encouraged to download the app because of Birds Eye View. 

 

Birds Eye is a read-only feature that allows you to peek in on real-time activities from afar.

 

The official Hoot App, Inc. launch is scheduled to debut in Lexington on August 13, 2026, at JMI Sports Spectrum Studio. There will be a ribbon cutting, a launch party, and a surprise NIL athlete present for the event. 

Hoot is available now through the Apple App Store and Google Play. It is free to download and there will be no charge for students attending UK. Follow on socials or visit the website, www.thehootapp.com for more information.