The Barclays Premier League (BPL) Live Ultimate Fan Park Experience took place in Camps Bay on the 19th and 20th of March. It was the second time the event has been hosted on South African soil, and Strike Media, Ogilvy & Mather South Africa’s full-service mobile marketing agency, played a key role by creating a customised mobile campaign – a first for the international event.
“This year was one of the largest events BPL Live has experienced outside of its UK borders. It has been a huge privilege to have played a role in an event of this calibre,” says Nicky Schermer, managing director of Strike Media.
The atmosphere was electric as the event welcomed over 35 000 people through its doors over two days. Fans of the game lined up hours in advance, eager to meet Barclays Premier League legends, players and club representatives; have their photo taken with the BPL trophy; test their football skills and watch the games live on the big screen with hundreds of fans.
Strike Media developed a mobile-powered user registration journey utilising a responsive web application (both desktop and mobile friendly) and a USSD application. They also developed a desktop microsite for registering fans on the day at the event; which specifically catered for any overseas guests without a local mobile number, or South African attendees without a mobile number.
Above this, it is the first time an entrance app had been created for the event which allowed management of registered users into the venue, as well as individual clubs (nine in total) and sponsors’ facilities (four in total). All channels were supported by a custom back-end system, which updated in real time and included a service layer which allowed promoters to update fans’ details if required.
Strike Media’s seamless platforms allowed the team to capture a full database of registered opted-in users at each touch point – obtaining a South African fan base for BPL and its clubs to leverage in future.
Schermer continues; “When we were first briefed about the project by Wasserman Experience and Native VML, we knew this would be a chance to show off our full realm of capabilities. A mobile experience that works across a range of platforms, has the ability to deal with high levels of traffic and can perform under the pressures of a live event. I am incredibly proud of what our team has produced. I see this as a great example of the level of service we can provide as well as the impact a strong and well-executed mobile campaign can achieve.”