SBJ/May 27-June 2, 2013/Franchises

Chasing the chatter, Galaxy aims for second-screen users with new Social Hub

The Los Angeles Galaxy this week plans to launch what it is touting as the first second-screen experience of its kind in MLS.

The Galaxy Social Hub Connected by Chevrolet, available via iPhone, Android and other platforms, will aggregate social media conversations about the franchise in one location. It also will feature crowd-sourcing contests called Galaxy Fans Decide in which fans will have the opportunity to make select decisions for the club — starting with the chance to rename the hub. Winners will receive tickets and autographed merchandise.

The Galaxy Social Hub Connected by Chevrolet will aggregate social media conversations and offer crowd-sourcing contests.
News, exclusive content, RSS feeds, live statistics, and video highlights from current and archived games also will be available.

“We haven’t seen anything around MLS as extensive as this,” said Scott Carlis, vice president of social media and digital at AEG Global Partnerships, parent company of the Galaxy. “We’re taking all those pieces of social chatter — Twitter, Facebook, YouTube, Pinterest — and putting them into one robust, comprehensive and easily accessible place.”

Last June, the Galaxy created a Facebook application that let the public design the club’s third kit for this season. There were more than 8,000 entries during the two-week contest. The Galaxy plans to unveil the new uniform in late June.

Los Angeles leads MLS clubs in both Twitter followers (137,000) and Facebook fans (600,000).

“The Galaxy are proving once again to be a leader in innovation,” said Chris Schlosser, vice president, MLS Digital. “Given the league has the youngest, most tech-savvy fans, it is important for all of us to create great experiences for our supporters.”

Said Galaxy President Chris Klein: “These programs are indicative of where the market is headed and where the Galaxy is headed.”

The Galaxy declined to disclose the financial terms of Chevrolet’s sponsorship of the hub. The brand, which is in its third season as a sponsor of the club, also serves as the presenting sponsor of the L.A. Galaxy Academy, the team’s youth soccer program that has more than 20,000 registered players. The academy will be integrated into the social media hub, with features such as the academy’s player of the week.

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