Interactive games on mobile boost AHL Senators’ app
How Belleville created a digital footprint in their inaugural season.
Abby Ilchena | Feb 2019
The inaugural season for the Belleville Senators in 2017-2018 was an exciting time for the franchise. Essentially being a sports “start-up”, the organization had a lot to achieve before the season began, including determining a way to digitally engage their fans with the team’s brand. Enter in Fannex’s mobile platform – by utilizing in-venue mobile gamification, Belleville was able to effectively launch their digital footprint, and create a valuable connection between the team, fans and corporate partner brands.
The team incorporated a number of mobile games and contests into their event production throughout the course of the season including Check-In To Win, Fan Pics, and Trivia. After each new mobile activation was launched, the team saw an average of 15% increase in fan participation. This correlation between in-venue games and Belleville’s digital success was instrumental to the team’s first season. Matthew Heidstra, Senior Manager of Business Development with Belleville was active in launching their mobile engagement strategy. Throughout the season, Matt understood how powerful this tool was:
“Our mobile platform became a window for us to have conversations directly with our fans. It meant that people who were coming to our events were encapsulated within our app and we could have a direct communication with them on a large scale.”
–Matthew Heidstra, Senior Manager of Business Development
An effective activation for Belleville was Fan Pics; this feature allows fans to take photos/selfies with a team or corporate partner branded frame, and send to event presentation for display on venue video screens. The addition of this activation to Belleville’s in-game production was also an incredible asset for the team’s marketing:
“We believe very strongly that, as much as we produce our own content, the content our fans produce on our behalf carries even more impact and authenticity. Any time that we can show this connection, it is optimal for expressing our brand because it shows the value that they place in being a part of it.”
–Matthew Heidstra, Senior Manager of Business Development
Interactive games and activities on mobile drew significant engagement from their fans: 25% of app usage was driven by Fannex interactions. Incorporating mobile with event production compelled fans to download the team app in order to participate in live games and contests. In the first 90 days after release, 75% of Belleville’s average attendance downloaded the app.
Belleville leveraged these metrics on app downloads and monthly active users to attract corporate partners for future seasons. Heidstra says, “Interactive in-venue contests at events was a key value-add for our building naming rights partner.” Integrating corporate partners into in-game activations not only helped create valuable relationships for the team but also provided an opportunity for fans to actively interact with the corporate partner’s brand.
Deploying Fannex’s interactive mobile platform gave the Belleville Senators a direct line of contact to their fans during their inaugural season. This connection created a strong fan base and helped the team build their audience for future seasons!
Interactive games on mobile boost AHL Senators’ app
How Belleville created a digital footprint in their inaugural season.
Abby Ilchena | Feb 2019
The inaugural season for the Belleville Senators in 2017-2018 was an exciting time for the franchise. Essentially being a sports “start-up”, the organization had a lot to achieve before the season began, including determining a way to digitally engage their fans with the team’s brand. Enter in Fannex’s mobile platform – by utilizing in-venue mobile gamification, Belleville was able to effectively launch their digital footprint, and create a valuable connection between the team, fans and corporate partner brands.
The team incorporated a number of mobile games and contests into their event production throughout the course of the season including Check-In To Win, Fan Pics, and Trivia. After each new mobile activation was launched, the team saw an average of 15% increase in fan participation. This correlation between in-venue games and Belleville’s digital success was instrumental to the team’s first season. Matthew Heidstra, Senior Manager of Business Development with Belleville was active in launching their mobile engagement strategy. Throughout the season, Matt understood how powerful this tool was:
“Our mobile platform became a window for us to have conversations directly with our fans. It meant that people who were coming to our events were encapsulated within our app and we could have a direct communication with them on a large scale.”
–Matthew Heidstra, Senior Manager of Business Development
An effective activation for Belleville was Fan Pics; this feature allows fans to take photos/selfies with a team or corporate partner branded frame, and send to event presentation for display on venue video screens. The addition of this activation to Belleville’s in-game production was also an incredible asset for the team’s marketing:
“We believe very strongly that, as much as we produce our own content, the content our fans produce on our behalf carries even more impact and authenticity. Any time that we can show this connection, it is optimal for expressing our brand because it shows the value that they place in being a part of it.”
–Matthew Heidstra, Senior Manager of Business Development
Interactive games and activities on mobile drew significant engagement from their fans: 25% of app usage was driven by Fannex interactions. Incorporating mobile with event production compelled fans to download the team app in order to participate in live games and contests. In the first 90 days after release, 75% of Belleville’s average attendance downloaded the app.
Belleville leveraged these metrics on app downloads and monthly active users to attract corporate partners for future seasons. Heidstra says, “Interactive in-venue contests at events was a key value-add for our building naming rights partner.” Integrating corporate partners into in-game activations not only helped create valuable relationships for the team but also provided an opportunity for fans to actively interact with the corporate partner’s brand.
Deploying Fannex’s interactive mobile platform gave the Belleville Senators a direct line of contact to their fans during their inaugural season. This connection created a strong fan base and helped the team build their audience for future seasons!