The excitement mixed with the intense joy of watching a match; the smell of beer, the taste of crisps or chips… Does that bring back memories? All your senses are engaged at any sporting event. And that is precisely the aim of sports marketing: to create a sense of well-being by developing a very specific sensory experience around a special occasion.
The enjoyment associated with the match in question doesn’t end on the day itself. Your interest is piqued well before and after. The fan experience encompasses all sorts of initiatives designed to motivate you or build your loyalty: teasers, ‘save the date’ notices, compilations of souvenir photos, short videos summarising the event, promotional emails for future events, and so on…
Digital technology: a powerful ally
Nowadays, a football fan can watch a match from the comfort of their own home, whether live or recorded. Why would they bother travelling? Why would they pay more? Because they know they’re in for an incredible experience! Through various channels, fans also feel that they belong to a community with which they share a common passion.
It is largely thanks to digital technology that this sense of belonging is created, that our curiosity is piqued and that our needs are met: email, mobile apps, social media, games and competitions, push notifications, and so on.
Two examples
Smart trainers
If you’ve ever been to Standard Liège, you may have wondered what you could get up to before the match or at half-time? We’ve got an idea!
If you’re watching the matches from the Business Lounge, you’ll have the chance to try out one of DJM Digital’s projects. We’ve installed and set up two connected Kickers there.
How does it work?
You no longer need to keep track of the points yourself – the computer system does it for you! Once you’ve downloaded the Standard Business app, you can join a team and see your name and score appear on the screen. A few short messages of encouragement pop up whenever you score a goal. These are linked to football anecdotes – only a true fan will recognise the references!
You no longer need to keep track of the points yourself – the computer system does it for you! Once you’ve downloaded the Standard Business app, you can join a team and see your name and score appear on the screen. A few words of encouragement pop up whenever you score a goal. With references to football anecdotes, only a true fan will recognise them!
Selfie-Flight
You can also use the club’s official app to share your selfie on the club’s social media channels. And who knows – your photo might be chosen at random and displayed on the stadium’s giant screen. It’s a way of showcasing the supporters and fans without whom sport would have no reason to exist!
Are you interested and would you like to read more? Take a look at our project!
Your digital partner since 1999
