FA CUP GROW TWITTER AUDIENCE BY 70% USING CHATBOT

Over 97,000 football fans signed up to the Emirates FA Cup chatbot service

The English Football Association (The FA) partnered with Twitter, Input Media and Grabyo to develop a new subscription service, via the Twitter app, for match highlights. Ahead of the FA Cup, its showpiece domestic competition tournament, the FA made the service available in 12 territories outside of the UK, including the USA, India, France, Nigeria, Brazil and Indonesia.

Delivered using Grabyo’s video integration with Twitter, fans received clips from matches involving the top six teams in England – Manchester United, Liverpool, Arsenal, Chelsea, Tottenham and Manchester City.

Clips were tailored to each international audience with localized languages and an additional match highlights package was sent to fans after each match. It grew the Twitter following by more than 70% during the 2018/19 tournament by delivering a fan-first video strategy that targeted Twitter users at home and abroad.

The Twitter DM Chabot was a key pillar for the strategy to expand the Emirates FA Cup fanbase abroad. The chatbot allowed international fans to keep up with their teams in real-time, directly to their Twitter DMs. Capturing audiences across the world resulted in remarkable growth during the season. The FA also used Grabyo’s Studio platform to clip, edit and share highlights moments after they happened across all games being played.

Clips were tailored to each international audience with localized languages and an additional match highlights package was sent to fans after each match. It grew the Twitter following by more than 70% during the 2018/19 tournament by delivering a fan-first video strategy that targeted Twitter users at home and abroad.

The Twitter DM Chabot was a key pillar for the strategy to expand the Emirates FA Cup fanbase abroad. The chatbot allowed international fans to keep up with their teams in real-time, directly to their Twitter DMs. Capturing audiences across the world resulted in remarkable growth during the season. The FA also used Grabyo’s Studio platform to clip, edit and share highlights moments after they happened across all games being played.

Grabyo’s direct integrations with Twitter made it easy for The FA to deliver real-time, personalized match highlights. This fast-paced distribution enabled consumers to access the content anytime and anywhere. Keeping up with the demand for video content being viewed on smartphones, whilst allowing fans to directly engage with live video clips via the Twitter feed resulted in successful channel growth and engagement for The FA.

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