case study 1 nufc v1
TRANSCRIPT
Case Study 1 - Sports Stadia
Experience: “Fans’ Man of the Match” Client: Newcastle United Football ClubPartners: Think Innovative and Real Radio
The Experience - On March 5th 2011 Newcastle United offered their fans a World first - the opportunity to vote in real time for the official Man of the Match, previously decided by the match sponsor alone.
Using the Screach App fans simply had to tap in code ‘9’ and then select the player they felt deserved the title for their performance in the game.
The Reward - Every fan that voted received a 20% discount voucher to spend at the Club shop within a week of the experience. They were also entered into a prize draw for a full hospitality experience for the final game of this season.
Promotion - In the week leading up to the match both the Screach App and the Fans’ Man of the Match experience were promoted on Real Radio’s football phone in show The Three Legends, as well as being covered in local press.
On the day of the match 100 posters were placed in toilets around the ground, an article was published in the Match Program and the Match Announcer encouraged the crowd to download Screach and vote. 2 large Digi-Vans and 10 promotions girls wearing Screach T-Shirts were deployed around the city, actively encouraging fans to download the App and vote after kick off.
The Result - Out of a home crowd of 47,000 a total of 4,200 votes were cast despite the unreliable 3G signal inside the ground. As a result of this high level of uptake Newcastle United and Real Radio will continue to run the experience during every game, home and away, for the rest of the 2010/11 season, with a view to selling it as a sponsorship package for the 2011/12 season.
To view press coverage of the experience go to: http://thenextweb.com/video/2011/03/07/interactive-experiences-app-screach-goes-up-against-52000-football-fans-video/
www.screenreach.com
