Connecting a community of fans with a forward-thinking football club by bringing tailored, engaging content to fans’ fingertips.
After leaving the English Football League’s digital platform Swansea FC are exploring tailored, bespoke solutions to better serve their fans’ needs. The club have taken control of their digital strategy by owning the content and choosing the platforms that enable them to evolve the club and its fan engagement.
Having also produced Arsenal’s Webby-honoured fan app and having a pedigree of design and integration expertise, Other Media were the trusted choice for Swansea City FC to deliver a premium app to a tight schedule in time for the start of the football season.
Engaging and satisfying the needs of fans is a task that demands approach from many angles. In the case of a football club, fans head to the stadium on match-days and their expectations are now for more than 90-minutes of on-pitch action. Those not at the ground are equally as anticipating of 3pm on Saturday and clubs have the job of bringing the big game atmosphere and excitement to these fans. On non-match days, there is also so much that a club can do to keep and build that connection with the supporters. A digital approach opens up so many possibilities to meet these varied demands and an app is the ultimate means of offering a more connected experience for fans at any time, in any place.
Swansea City FC have a club history like no other. Having been relegated and promoted in the lower leagues numerous times, the club has now gained a foothold in the Premier League, with perhaps the greatest achievement coming in 2012/2013 as they lifted the Capital One Cup at Wembley. From rock bottom to top flight, the Swans fans’ deserve a digital solution that befits their club’s place in the Premier League.
The club have now invested heavily in data and video feeds and CRM and CMS partners and needed these backend services to be justified by co-ordinating with a platform that allows these services to perform to their potential.
The result of a close collaboration between club and agency is a beautiful, flexible design that affords the best solution for users on iOS and Android devices.
A one-app strategy serves content appropriate for all user demographics and will be tailored to the user. Video content affords the user a closer connection with news, in-play action and exclusive content whilst integrated data feeds allow stat-hungry fans to delve into match and player analysis. Junior supporters can access Junior Jacks games, competitions, downloads and more.
- Dedicated match centre
- Score predictor
- Quick links to ticket and travel purchasing
- Stadium information
- Audio match commentary
- SwansTV with free digital membership to video content
- Personalised notifications
- Junior Jacks children’s content (games, competitions, soccer schools and more)
When you have the app at your fingertips, what you get is all Swans. The intricately considered design features nuances such as tailored iconography differentiating micro-data as an integral part of a bespoke app. The navigation is intuitive and features such as collapsible headers on the scoreboards offer a dynamic state to view content, making the app functional and pleasurable to use.
As heavyweight clubs like Manchester City are using digital solutions to try to develop a community amongst their often disparately located fans, Swansea City are a club whose supporters already share a sense of belonging as they are typically born or bred in Glamorgan or South Wales. Their mobile-led digital strategy is helping the football club to nurture this community and immerse the fanbase deeper into the way of life that is Swans whilst at the same time providing everything the club needs to support the continued growth of the club as it retains its place amongst football’s elite and carves a path for itself looking to stand shoulder-to-shoulder with the heavyweights.
By building an app that allows the content, whether it is rich media, text, or simple imagery, to shine, Swansea City FC have a hugely valuable commodity which in turn will generate ever-increasing audience interest, and open up far more commercial opportunities than would otherwise be realised.
The Swansea City FC app is ready to evolve along with the needs of the club and its fans
George Crabb, Managing Director at Other Media: “The thing that has made this project stand out for us is the working relationship between the team here and the fantastic team in Swansea led by Rebecca Symmons. We always say that our best projects are the result of a true partnership where we can supply digital expertise and the client supplies their subject and organisation knowledge and expertise. This is certainly the case with this project where this partnership approach and sprit of cooperation has resulted in a project that has exceeded the expectations of both sides. It is the first step in an exciting partnership where the opportunities are limitless.”
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