Football clubs 2.0: how clubs animate, qualify and monetise their fan communities
Football clubs like Paris Saint Germain, AS Saint-Etienne, AS Monaco and R.S.C Anderlecht have recently selected Qualifio as their data collection & interactive marketing platform. The platform allows them to promote their brand image and to optimise fans experience.
From now on, football clubs rely on digital animation to conquer, retain, segment and monetise their fan communities. Qualifio allows them to create engaging and interactive marketing campaigns, and collect first-party data.
Promote their brand on digital channels
Through the creation of contests, predictions, votes, photo contests and other virals interactivities, PSG, ASSE, AS Monaco and RSCA animate and engage their fan communities on all channels: social media, websites and mobile apps… but also in stadiums, often equipped with free wi-fi system.
“The Qualifio platform allows them to multiply interactions with their fans, to promote their upcoming matches and to highlight their different partners. They are able to easily and quickly create campaigns with high value for their fans, at a lower cost”
said Thomas Janssens, Country Manager Belgium at Qualifio.
The marketing campaigns are original and varied. From the “vote for the man of the match” poll to the Advent Calendar unveiling a new prize every day to the photo contest rewarding the best supporter, football clubs use their creativity to interact with their fans before, during and after the matches.
Creating a better fan experience
Interactive marketing campaigns also allow clubs to collect useful and ready-to-use data on their fans, in full compliance with the GDPR: first names, last names, email addresses, preferences, favourite players, etc. The idea is to use all the data collected to improve the fan experience and personalise future communications and promotions.
“To enable our clients to easily activate all data collected through our platform, we develop custom integrations. We connect Qualifio with all the other IT bricks of their data architecture. For example, we have connected PSG’s authentication system (Single Sign-On) to our platform. That way, for each interaction, participants have to create a PSG account or identify themselves with their existing account, which enhances the user experience and accounts creation”, commented Zoé Gilbert, Customer Success Manager chez Qualifio.