Best Fan Engagement Programme
1. Countdown to the World’s Greatest Cricket Celebration – Cricket World Cup 2019
The countdown to the ICC Men’s Cricket World Cup 2019 captured the imagination of the nation to get behind the world’s greatest cricket celebration.
Through a celebration of the UK’s multicultural diversity, CWC19 created an 18-month fan engagement programme of live experiences, partnerships and digital activations that transformed the image of the game. This refreshing and bold approach challenged traditional perceptions of cricket by showcasing the game in unexpected formats and crossing over into music and wider culture to engage new fans and create a lasting legacy.
Not only did CWC19 achieve huge awareness and sell 98% of all seats, but crucially 40% of buyers were new to cricket enabling new audiences to be engaged and grow the game.
2. NTT DATA & The Open
As Official Patron of The Open, the world’s most prestigious major golf tournament, NTT DATA used analytics, data and digital technology to transform spectator engagement for all 240,000 fans into a more inclusive and accessible experience, making a positive contribution to the sport, as well as showcasing cutting-edge future technology.
The NTT Data Wall is larger than 2 double decker busses and is raised to allow optimal viewing. It provides real time news and data from across the course perfectly synchronised with the live broadcast, providing fans a front-row seat, where an epic moment for a few becomes a story for everyone.
NTT DATA set out to establish a new centrepiece and destination in the spectator village. Using highly advanced technologies, but designed with fans at the centre, NTT DATA created a new iconic installation which entertains, informs and engages. In a counterpoint to mobile phone technologies, the NTT DATA Wall creates a ‘hands free and heads up’ social location where everyone can enjoy key moments together, uncovering a new tournament narrative to engage fans through a shared, data-driven experience.
NTT DATA’s capability as a systems integrator and IT innovator is now driving golf into a new era of engagement.
3. Tennis TV – ATP Media
Tennis TV is the over-the-top (OTT), direct-to-consumer platform of ATP Media, the broadcast arm of the ATP Tour.
Tennis TV is an important and complementary part of ATP Media’s global broadcast portfolio of products and services. Available on all major streaming devices, it offers fans over 2,000 tennis matches a year streamed live and on-demand and over 12,000 hours of archive matches dating back to 1990.
ATP Media, supported by LiveWire Sport, have proudly grown the largest social media following for a single-sport streaming service, a following which has grown 50% to almost 3M fans in the past year.
Generating over a billion social video views in 2019 – the only tennis rights owner to do this in a year – and developing a dedicated community of tennis fans, its innovative content and unique tone of voice has raised awareness of the ATP Tour and its tournaments, reaching tens of millions of fans.
4. One Hotspur – Tottenham Hotspur’s membership programme
One Hotspur is Spurs official membership programme. We have totally revamped the programme and as a result have seen significant growth in membership volumes and fan engagement. Key changes to the programme have been:
A simplified pricing and proposition structure which is easy to communicate. Fans can quickly work out which product is right for them. This has driven online conversion rates and less inbound enquiries and complaints.
A new brand identity – which is bold and simple and has become a badge of honour amongst our membership base.
An exciting new rewards programme – One Hotspur Moments – which recognises all fans equally and doesn’t reward based on spend or affluence
An environmentally-friendly approach to member gifting which offers members greater choice and control.
5. United As One – Newcastle United Football Club
In April 2019, Newcastle United launched the #UnitedAsOne campaign which encompasses the work the club do in the important areas of diversity, inclusion and welfare Focusing on welfare and improving diversity really matters at Newcastle United, not just because it makes good business sense to embrace and welcome people of all types to our Club, but, more importantly, because it’s the right thing to do The #UnitedAsOne campaign brought together the Club’s various existing initiatives including the Period Poverty campaign, Memory Café and Virtual Steward Service whilst providing a platform to deliver consistent messages and initiatives focused on improving the inclusion, diversity and welfare of the clubs supporters and people within Newcastle upon Tyne The launch of United As One on the 20th April was the highest social media and website traffic day of any Newcastle United match day in the 2018/19 season and the club has since delivered four dedicated match days with themes including disability awareness, mental health, sexuality and culture The newly formed United as One Fans Focus Group provides an opportunity for supporters to meet with club representatives quarterly to help shape the future of the campaign.
6. USM supports Tackling the Blues – Everton Football Club
How would it feel to see your artwork on display in front of 39,000 people on an Everton matchday and millions more online? That is what Everton Football Club and USM made possible for Year 4 pupils at Linacre Primary School, when they used their drawings of Everton players on their team sheet, jumbotron screens, match programme and social media at their Premier League game against Newcastle.
Part of the #UnlockThePotential campaign, the activity raised awareness of the importance of positive mental health for young people. The children involved were part of Everton in the Community and Edge Hill University’s programme Tackling the Blues, which promotes children and young people’s mental, physical and emotional literacy and seeks to improve self-esteem and confidence.
The children had a once-in-a-lifetime experience to attend the match and see their work appreciated by others, while in its global reach, the campaign helped encourage important conversations about mental health and removing the stigma around the topic in a creative way.
The campaign went viral on social media, bringing together fans in attendance and those online, and gained the attention of major international media and social media influencers to share important messages around children’s mental health.