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InCrowd and the RFL take fan engagement to the next level with interactive video polls

InCrowd’s introduction of video polls, powered by FanScore, has driven engagement levels up for the Rugby Football League’s successful membership platform, OurLeague, enabling the RFL to further develop direct relationships and continue to create unique experiences, for every fan.

Polls have been a popular part of the OurLeague platform since March 2018, with the effective and widely participated Man Of The Match vote now broadcast, updated and announced live for various fixtures throughout the season. This new introduction of video polls takes the fan experience to the next level, giving fans the power to make personal choices based on real life game situations and referee decisions. A strategic system of app notifications, social updates and email communications ensure no fan misses the opportunity to cast their vote and have their say.

Perhaps most importantly, fans participating in the video polls are encouraged to do so behind an official FanScoreID from InCrowd, as opposed to a social login to verify and log their selections. Social may drive higher numbers but these are all anonymous to the rights holder. With this FanScore authentication, the RFL are able to learn more about their fans and can therefore serve them with relevant, personal content and activations based on past engagements.

“The live Man of The Match poll has generated incredible engagement numbers and we’re really pleased to be able to add yet another dimension to the fan experience for OurLeague members, whilst continuing to learn more about rugby league fans. The development of the video polls is an exciting prospect for us; we’re looking forward to working on new ideas with the InCrowd team.” – Nichola Spencer, Membership Manager, Rugby Football League.

The Try or No Try video poll went live in August, with Lewis Tierney’s 2016 try against Warrington during the Super 8s as the first video poll to take place. The poll received 1,438 votes over six days with a split decision of 51% Try to 49% No Try, giving a perfect edge-of-your-seat start to the video poll’s integration. The poll itself is a collaboration between the RFL and Patient Claim Line, who already sponsor the big screen video decisions in live Sky Sports games. The poll also ties in brilliantly with their tagline “know for sure” and their key message of “checking all the evidence before making a crucial decision”, making this video poll not only an exciting interactive feature for fans, but an effective and seamless activation for the RFL’s partner.

“The Try or No Try video poll is a perfect activation opportunity for us; the nature of the poll compliments our brand messaging and its really exciting to see such a close call on the first poll plus really encouraging participation numbers from the get-go.” – Alex Kenny, Marketing Director, Patient Claim Line

InCrowd are excited about the successful introduction and future of video polls as a key feature of the fan experience, for the RFL audience and across the sports industry.

Visit the Our League website here

Download the iOS app

Download the Android app

 

The roar of the crowd – a powerful fan engagement tool

When we look back at great moments in sporting history, the majority of what we read and hear of those moments is about the team or the individual athlete. However we rarely hear about what that moment meant to the crowd of fans. People don’t talk about the atmosphere in which that moment was created.

The most renowned sport stadiums are those that have an unrivalled atmosphere, where the athletes truly feel the fans’ support. But when recording great sporting moments its rarely part of the conversation. There’s a disconnect in the history books.

Ronaldo’s bicycle kick has gone down as one of football’s ‘greatest sporting moments’; not only did the Real Madrid fans go crazy but the Juventus fans also congratulated Ronaldo and made noise for that moment of utter greatness. Goosebump inducing fan scenes at Juventus Stadium, created by the fans themselves. Let’s think back to some other great moments, like David Beckham’s free kick against Greece to secure a World Cup place.

Johnny Wilkinson’s drop goal for world cup glory. Andy Murray’s first Wimbledon title.

Anthony Joshua’s knockout to become World Heavy Weight Champion. The 2016 Chicago Cubs with their first World Series win since 1908.

These moments are down in the history books. One variable that never changes, no matter the venue or the sport, is the atmosphere present and the ear-splitting roar of fans celebrating. Fans that are engaged, immersed and fully present in that moment.

Atmosphere makes an event, there’s no doubt about it. I’m sure we’ve all been to a sporting event where great things have happened, but we don’t remember them because the atmosphere and event itself were lifeless. In such circumstances, we disengage with our surroundings. We watch the game and we go home.

Creating a great atmosphere incites positive changes in fan behaviour, and InCrowd have the tools to help you create the ultimate “in the moment” atmosphere for your fans. Not just for the big, nail biting events, but at every game.

We can supply any stadium with a decibel meter, installed and displayed in the stadium. These meters record and time stamp dB readings so that they can be matched with moments within the game. What if your greatest moments were documented in sporting history as not only a display of epic skill and talent but with a legitimately measured roar of the crowd to back that up? The fans would be excited to be a part of that history. To be remembered alongside their sporting heroes.

“I was there. I was in that crowd!”

Find out more about the InCrowd decibel meter and the range of fan engagement and sponsorship activation tools offered by InCrowd.

Email enquiries@incrowdsports.com.

Here are the world record holders for fan noise.

Could your fans be the ones to break the record?!

 

More than a logo – why experiences are the new impressions

DILLY DILLY!

Yes, you’ve probably heard it everywhere. It has rapidly gained traction as a celebratory phrase worth yelling at almost any social event. From a Saturday afternoon in the pub to the Augusta National Golf Club where “Dilly Dilly” was banned from being shouted by golf fans at the Masters this month.

AB InBev’s recent Bud Light campaign has echoes of their famous Budweiser “Whassup” campaign from 1999, which achieved ‘‘talk value’’ – the elusive quality that converts advertising campaigns and phrases into cultural touchstones. Just like the “Whassup” campaign, “Dilly Dilly” launched during TV spots in the USA around the NFL, building towards the brands 2018 Super Bowl slot.

By January 2018 Dilly Dilly was being mentioned 175,000 times a month on social media. The term alone searched over 300,000 times on average per month.

So, what does Dilly Dilly mean?

“It doesn’t mean anything…and that’s the beauty of it” confessed Miguel Patricio, AB InBev’s CMO. “I think we all need our moments of nonsense and fun, and in a way Dilly Dilly represents that”. Love it or hate it, in a world where billions of advertising spend is invested into sales focused SEO and programmatic campaigns, Dilly Dilly provides a refreshing example of a campaign focused on being fun and improving consumer experiences with the brand.

For those Masters fans who were banned from shouting Dilly Dilly, Bud Light distributed Dilly Dilly caps at the event. They announced on social media that “if thou cannot say Dilly Dilly, thou can still wear Dilly Dilly!”.

Fan Experiences - Dilly Dilly

Experiences is a key aspect of AB InBev’s brand communications. This is no more apparent than in how they are approaching their new and existing sponsorship agreements. A recent article in Forbes, which caused a stir on LinkedIn, outlined how AB InBev were launching a new incentive-based sponsorship model. True, on field incentive-based sponsorship models are certainly nothing new. But what stood out was how off field incentives, such as a new rights holder digital platform that engages fans or increases awareness, might spur larger pay outs.

So why is this?

Ricardo Marques, VP of Budweiser explained that “it’s no longer about the signage or the size of a logo in the stadium anymore. It’s about what people talk about and the experience they take away and talk about later”. Whether at the stadium, at the pub or at home alcohol brands have the perfect opportunity to provide a passionate sports fan a great experience that, at a relatively low customer acquisition cost, has the potential to capture incremental retail sales from engaged fans.

Within the alcohol sponsorship sector, technology is the key driver to improving fan experiences and ensuring vital brand affinity. Budweiser used ‘Touchdown Glasses’ to bring the NFL stadium experience to all fans, whilst XXXX Gold launched their tech enabled Goldie caps during last winters Ashes series. Both these cases highlight that enhancing fan experiences and driving engagement is far more important than logo badging.

 

And technology is the key.

Fan Experiences - XXXX Goldie Caps with iBeacons

Find out more about how InCrowd works with alcohol brands and rightsholders to improve fan experiences through technology. Please email enquiries@incrowdsports.com or head to www.incrowdsports.com

Dilly Dilly!

 

InCrowd appoint Dan Lipman as Business Director of FanScore

Fan engagement specialists, InCrowd, have appointed fan marketing expert, Dan Lipman, as Business Director of FanScore. Dan is joining from leading mass participation event organisers, Human Race Ltd.

Dan joins InCrowd with over 10 years of fan marketing experience and having specialised in driving and monetising customer acquisition and engagement for major rights holders including British Athletics, the Lawn Tennis Association and Tough Mudder.

Most recently Dan has been Commercial Director of Human Race where he was responsible for managing the marketing, digital and sponsor activation teams, as well as strategically advising the development of a new market-leading ticketing and CRM platform for parent company and organisers of Le Tour de France, Amaury Sport Organisation.

Dan will head-up the FanScore business division, which uses technology and data solutions to help some of the world’s leading sports audience owners, to better know, understand and monetise their audiences.

FanScore sits at the intersection where Brands, Media and Rights Holders meet, creating digital fan engagement tools and platforms that harness the 360 degree spend and attention of the sports fan and provide ROI focused digital sponsorship solutions.

Aidan Cooney, InCrowd’s co-founder and CEO stated “InCrowd have built a fantastic and profitable fan marketing platform and with Dan now coming aboard, we are going to progress our development for our clients in order to produce the most rewarding fan experience no matter where they are.”

Dan Lipman stated “I’ve witnessed first-hand how digital and social media has influenced the way in which brands look to activate to sports audiences, and the subsequent challenges this has created for Rights Holders in their ambitions to commercialise their assets.

I believe with our FanScore proposition we provide a genuine solution that will transform the ability for our partners to compete in a modern digital world. InCrowd have an unrivalled proposition and team to lead the way in revolutionising this space and I am delighted to have come on board to build on the great success the team have already achieved.”

InCrowd work with some of the biggest names in the sports industry including Premiership Rugby, 16 individual clubs, Toyota, Rugby Football League, Heineken and the ICC. To find out more information on InCrowd, please visit their website www.incrowdsports.com or contact us now via enquiries@incrowdsports.com

About InCrowd:

InCrowd provide a fan engagement & sponsorship activation platform. Our understanding of the avid and emotional mindset of a fan is combined with in-depth data analysis and ground-breaking digital technology to offer rights holders and brands a unique opportunity to reach out to sports fans in the moments that really matter. Many of the world‘s top rights holders & brands use InCrowd’s fan marketing platform to collect more fan data, sell more tickets and increase sponsorship revenue. We also help sponsors connect with new customers and convert fan interaction into revenue & advocacy. Find out more – www.incrowdsports.com

Leeds United FC focus on fan engagement with their official app built by InCrowd

Leeds United FC are continuing their focus on fan engagement with the ongoing success of their official LUTV mobile app in partnership with InCrowd, available to download on the Apple Store and the Google Play Store.

LUFC fans have access to a new two-way channel between themselves and and the club. The Official LUTV mobile app enables fans to engage with a host of different features no matter where they are.

Fan features include:

  • Full LUTV including highlights, interviews, features and more. Subscriptions are available to be purchased here.
  • Once logged in, UK subscribers will be able to access live audio commentary, while international users can watch the full match.
  • All the latest news & breaking news supported by the InCrowd push notification system.
  • A full 2017/18 campaign fixtures & results list.
  • Live league tables.
  • Official player & club Twitter account feeds .
  • Integrates official club social media accounts.
  • Access to ticket purchasing and merchandise.

“From a media perspective, providing content to our fans was one of our biggest challenges. However, this has been a smooth process as a result of the perfect cooperation between Leeds United FC and InCrowd.” Emanuele Montoneri, Head of Media at Leeds United FC.

What does this mean for the club?

The LUTV app currently holds a 4.5/5 rating across both the Apple and Google Play app stores. Furthermore, the app has over 170 five-star reviews. From the point of view of the club, Leeds United will now be able to:

  • Segment, target and send personalised messages to their fans using the powerful InCrowd push notification system.
  • Collect, grow and utilise rich behavioural and location based fan data.
  • Market new sponsorship inventory to existing and future commercial partners.
  • Showcase official club content on a much improved digital platform to fans around the world.

“We are extremely proud to be in partnership with one of the most prestigious football clubs in the UK. This new venture with LUFC means InCrowd now work with over 20 rights holders across four sports.’ Aidan Cooney, CEO of InCrowd.

Please check InCrowd’s and Leeds United’s Twitter feeds twitter.com/InCrowd_Sports and twitter.com/lufc for news of further updates to the official Leeds United app or get in touch via Enquiries@incrowdsports.com

About InCrowd

InCrowd provide a fan engagement & sponsorship activation platform. Our understanding of the avid and emotional mindset of a fan is combined with in-depth data analysis and ground-breaking digital technology to offer rights holders and brands a unique opportunity to reach out to sports fans in the moments that really matter. Many of the world‘s top rights holders & brands use InCrowd’s fan marketing platform to collect more fan data, sell more tickets and increase sponsorship revenue. We also help sponsors connect with new customers and convert fan interaction into revenue & advocacy. Find out more – www.incrowdsports.com

 

InCrowd attending the Fanalyse European Summit

InCrowd are looking forward to attending this Thursday’s (17th November) Fanalyse European Summit at the Principality Stadium in Cardiff. 

We will be demonstrating our official apps and how they can offer rights holders new communication channels to fans and exciting sponsorship opportunities for rights holders. We will also be holding a prize draw throughout the day on our new mobile 3D game, Handoff Challenge, with the top scorer standing to win a prize for their efforts.

The Fanalyse Euro Summit is a perfect opportunity for sports and venue based professionals with key topics within fan engagement and fan experience at the forefront of discussions with speakers, panelists and delegates.  

If you would like to get in touch with us to find out more about this event then please email enquiries@incrowdsports.com.

Aidan Cooney to give panel discussion at the 2016 World Rugby Conference

Aidan Cooney, co-founder and CEO of InCrowd, will be taking part in a panel discussion at the 2016 World Rugby Conference in London on Tuesday 15th November.

Aidan will be speaking at the “Marketing the game – using insight to grow audiences and partnerships” session at 16:00 on the Conference Stage alongside Fiona Green, Chief Executive of Winners and Matt Rogan, Chairman of Two Circles.

The panel aim to address how national member unions and clubs can leverage audience data to identify which trends and what insights will increase fan-engagement and match attendance as well as establishing how can data trends and audience insights be used to attract and create more effective sponsorships, partnerships and improved commercial returns.

If you would like any more information on the World Rugby Conference and how to book your ticket, please click here.