PADEL SOCIAL CLUB
Experience
Insight
By Andrew Kennard
23rd Sep 2024
The atmosphere, the fans, the celebrations – it’s about more than just the game. The matchday experience creates connections by showcasing unforgettable events in extraordinary ways. Whether it’s building brand loyalty, encouraging fan engagement, or conducting press coverage, sports brands can elevate their matchday experiences greatly through the application of experiential marketing. An engaging event encourages fans to react to, express, and share authentic moments, both in the stadium and from the sofa – amplifying brand exposure and visibility. Here’s how sports brands use experiential marketing to up their game.
Augmented reality has changed the sports industry and improved the matchday experience immensely. One of the best examples of AR in action is through its application in the NFL.
Whether attending the game, or enjoying at home, the NFL’s AR technology allows the fan to be part of the match. Scan the pitch for your favourite player to see their live statistics, put yourself in the eyes of the coach – and argue why you’d be a better one – with interactive touchline cameras, and compete against your friends with minigames during the breaks – the use of AR in the NFL keeps fans engaged on matchday. Try before you buy merchandise photography and custom themed filters also encourage fans to show off their style on social media, resulting in increased exposure. Play by play replays allow fans to relive the special moments, as soon as they happen, elevating their matchday experience.
Gamification is an accessible method for increasing fan engagement within the sports industry. Allowing fans to play their own way invites elements of competition, evokes pre-match anticipation, and enhances the excitement of the goal, try, or touchdown.
Sports brands have commonly made use of ‘Fantasy’ games, whereby the fan selects a draft of players within a predetermined budget to build a team, competing globally against others to see who scores highest – and gets the bragging rights in the group chat. Restrictions within the rules require players to field diverse squads, ensuring coverage across all fixtures on a matchday. This requirement widens the player’s attention, spreading their excitement over multiple matches, ones which otherwise they might not have tuned in to.
The Paris Olympics was a spectacle. Publicity galore from the second the torch was lit at the opening ceremony to the final hurdle jumped, Paris 2024 certainly didn’t lack in creating an unforgettable fan experience. One of the most notable instances were the Olympic fan zones.
Located across the country, these fan zones set out to provide a collective opportunity to experience the spirit of the games. Providing live screenings, athlete meet and greets, and sports demonstrations, families and friends were invited to celebrate the culture of France and become part of the Olympic Games, sharing their memories online, surrounding the event with an organic buzz.
Marble Creative Studios don’t hold back when it comes to creating immersive matchday experiences. Aligned with the fanzones of Paris 2024, we stride to make our events exciting, engaging, and inclusive. Here are some concepts we came up with for elevating an international rugby tournament:
- A giant inflatable obstacle course – what better way to stretch those legs and loosen up after travelling to the game than to test your agility amongst your friends and family?
- Food markets – Experience international culture through experimenting with taste. Get to know your opposition’s cuisine, or just boast about your own.
- Social Media Moments – Let your friends know where you are! Photo opportunities with impressive backdrops, sculptures, and attractions.
- Performance stage – Enjoy live music from a range of artists pre and post match. Listen to your favourites and explore new avenues of music. Express yourself!
Experiential marketing in the sports industry heightens the thrill of the matchday. Involvement, immersion, and engagement – fans want to feel like they’re part of the game and share their experiences.
Marble Creative Studios innovate the experiential marketing space in sport, fashion, hospitality, and more… Why not get in touch about your next event?
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