Casestudy: Sparta Rotterdam
Year
2019
Project type
Fan engagement & datacollection
Crowd services
- Games
- Engage
- Marketing
Image rights Sparta Rotterdam© 2024
Overview
Optimizing Fan Engagement and Data Capture Strategies with fan engagement
We are excited to showcase our collaboration with Sparta Rotterdam, the oldest professional football club in the Netherlands.
Through this case study, we aim to explore the challenges faced by Sparta Rotterdam in capturing and utilizing fan data and how our collaboration led to the successful implementation of gamification strategies for enhanced fan engagement.
KPI
15% of the total database engaged in gamification campaigns over the years.
KPI
6,250 new newsletter opt-ins.
KPI
10,000 individuals participated in the campaign in the last 12 months.
KPI
46% of season ticket holders have engaged in at least one gamification campaign.
Campaign Example: "Fan of the Match"
One notable campaign that showcased the effectiveness of gamification was the "Fan of the Match" campaign.
The campaign was introduced as a creative response to changes in on-field activities due to the transition from artificial to natural grass. By the use of Crowd Engage with our Quiz campaign they manage to collect useful fan data and still engaging the fans.
Outcome: Positive Impacts of Gamification
The gamification strategy implemented resulted in several positive outcomes for Sparta Rotterdam:
- Database Expansion: The approach significantly expanded the fan database, leading to a marked increase in newsletter subscribers.
- Segmentation and Personalization: With a larger and richer database, the club could better analyze, categorize, and segment fan data, allowing for more personalized communication and targeted offerings.
- Increased Ticketing and Merchandise Sales: The strategy not only led to sold-out season tickets but also increased merchandise sales as fans received personalized recommendations based on their interests and needs.
- Boosted Fan Engagement and Satisfaction: Gamification significantly enhanced fan engagement and satisfaction levels, both online and in-stadium, creating a fun and competitive atmosphere.
Sparta Rotterdam emphasized that ROI isn't limited to numerical gains but extends to acquiring more fan data, consistent fan engagement, and long-term potential for increased commercial profits and stronger fan loyalty which they managed with our Crowd OS product suite.
Service overview
Engage
We have more than 30 different fan engagement concepts, ideas you will have all the possibilities you need to engage with your fans. From in stadium activation to nice and neat digital fan engagement concept activated in the digital fan journey.
Marketing
Connect your Crowd Engage campaigns with our marketing platform, to communicate directly with your fans before and after campaigns. Setup marketing automation triggering fan behaviour and design beautiful templates to communicate with them on regular basis.
"The goal was not just to collect data but to actively engage a wide range of fans, ultimately improving the quality of data collected."
Sparta Rotterdam plans to continue leveraging gamification for various campaigns, partnering with sponsors to enhance initiatives. The club aims to persist in using segmented gamification tactics, experimenting with creative campaign types, and evolving communication strategies for promotion. The focus will be on converting commercial and sponsorship opportunities, ensuring gamification remains an integral part of their communication throughout the season.
At Crowdmanager, we are proud to be part of Sparta Rotterdam's journey in revolutionizing fan engagement through gamification. This collaboration exemplifies the power of strategic partnerships in achieving both short-term successes and long-term fan loyalty.
Do you want to take your fan engagement strategy to the next level?