With the international break over, football fans across Europe brace themselves for the return of domestic fixtures – now is the perfect time to reflect on the start of the season.
Throughout the summer and in the first few weeks of the 2015-16 season, some of the biggest teams in European football have used Grabyo to give their fans unprecedented access to their club. From an Arsenal kit launch to Atlético Madrid’s Antoine Griezmann practising with 10 year olds in China, to on-pitch access to the Chelsea players warming up, here’s how Grabyo was put to use…
When launching their new away kit alongside sponsors Puma over the summer, Arsenal hosted a live experience for fans to get the first glimpse of their new golden strip. As the Gunners were in Singapore participating in the Premier League Asia Trophy as part of their pre-season preparations, fans in South-East Asia witnessed the live unveil.
Fortunately for Arsenal’s global fan base elsewhere in the world, the event was live streamed and distributed by the club as the action happened on their social media feeds – powered by Grabyo.
This gave fans an opportunity to be part of the live event, despite not being based in Singapore, bringing together a vast community of Arsenal fans keen to be the first to see and offer comment on Arsenal’s new kit.
Three thousand Manchester City fans attended their team’s annual awards ceremony, yet that is less than 1% of their global fan base on digital platforms (Facebook and Twitter).
Therefore, by providing live real-time clips of the players the global fan base connected on social media and voted for awards such as Manchester City Player of the Year. The 2013-14 Premier League winners connected their fans regardless of their geographic location.
Building direct engagement with the fans and providing access to the club is integral as they continue to develop and build a global fan base, particularly when the voting mechanism for the awards involved the fans themselves. Creating an immersive experience both online and offline is important for such a high-profile club with global ambitions.
Man City leveraged the full suite of Grabyo tools such as including social mentions of key players in their posts – this increased the distribution of their content and engagement levels.
La Liga: Athletico Madrid
During the summer break, the LFP World Challenge sees La Liga teams take their Spanish style of football across the globe. Over the summer Atlético Madrid were hosted by Shanghai SIPG in China. With international stars such as Fernando Torres and Antoine Griezmann on show, the clubs took the opportunity to connect with local fans.
The use of mobile video tools and Grabyo’s VIP app provides a unique opportunity to clubs and leagues that want to share content with fans, across multiple accounts in real-time. It also provides an opportunity for La Liga to work in partnership with the clubs to drive engagement and reach to a growing international audience.
When a club signs a Barcelona midfielder and Spanish international, fans are naturally eagerly anticipating seeing the player in action for the first time. Chelsea capitalised on this following their signing of Pedro ahead of their match against West Brom by showing the first glimpse of him on the pitch with his new teammates before even kicking a ball in a competitive game.
This first opportunity to get behind-the-scenes access from the pitch as the players warmed up gave a unique perspective of the players’ preparations for their third Premier League fixture of the season. Fans engaged extensively with the video, which was viewed by over half a million people, and Chelsea were able to capture the attention of fans at a key opportunity ahead of their fixture.
Shakhtar Donetsk FC
With the first few weeks of the season complete, Shakhtar Donetsk wanted to reflect on
their strong start to their season as they sit second behind only Dynamo Kiev in the Ukrainian Premier League. Putting the ball in the back of the net 17 times in the month of August, the club posted a highlights reel featuring every single goal, giving their fans the opportunity to re-live every single moment.
Shakhtar have embraced the functionality of live clipping combined with VOD upload and editing to create videos such as their highlights reel to celebrate their strong start to the season.
With a strong reputation of producing national talent such as Gareth Bale, Adam Lallana, Alex Oxlade-Chamberlain, Luke Shaw, Theo Walcott and Alan Shearer, Southampton FC know that their fans care about their youth set-up.
By providing real-time highlights from their U21 games, fans are given otherwise unattainable access to their future star players. Putting the action into their timelines as it happens, fans can stay up to date with the club’s young talent and engage with other dedicated Saints fans on which players they expect to see progress to the calibre of the aforementioned players.
A club with an illustrious history, Leeds United have started the 2015-16 season by using Grabyo to build fans’ anticipation and excitement ahead of match-day with pre-game press conference clips. Giving fans the latest quotes from manager Uwe Rösler as he and his side prepare to take on Derby County, for example, creates conversation ahead of game day and encourages fans to discuss their team’s chances.
The club are then able to drive visitors to their official LUFC TV stream to encourage subscriptions. By giving fans a glimpse of the conversation, Leeds United entice fans to sign up for their paid broadcast service to receive archive footage and extended highlights of game day.
As the 2015-16 season progresses, the use of video content to meet the growing demands of football fans and consumers will be one development to keep an eye on off the pitch. Clubs that embrace the opportunity to meet the needs of the modern fan have a great chance to grow their reach for an increasingly global audience.