(Photo by Paul Kane/Getty Images)
Attending any big sporting match these days in our tech- and experience-driven world offers fans the chance to partake in a multitude of fan engagement activities, with many starting the moment they approach the fan zone. It has also becoming increasingly important for fans to be able to engage with the team and venue prior to attending so that they can plan out their day.
While venues, teams, leagues and sponsors all work in tandem to communicate the game day plan via eDM newsletters, social media and advertising to get fans into the venue and fan space as early as possible and make them aware of what’s on at the game, how many families and fans attending these matches are actually fully aware of all of the fun things that they can participate in on the day?
Cricket Australia may have found a solution to this issue, as it recently debuted its new Matchday App which provides fans with access to a smorgasbord of valuable information to enhance the at-match experience during the Ashes series and other international fixtures over the course of summer in Australia.
The Cricket Australia Matchday app was developed after extensive research with fans into their customer experiences which highlighted that they wanted to know deeper information regarding food and beverage options, sponsor activations and have the ability to access video highlights on their smartphones while at the game. The app is accessible from the existing CA Live App and allows any fan attending an international men’s match this summer to activate the Matchday functionality where they can access key information and tools designed to improve the fan experience at venues around Australia.
Head of Digital at Cricket Australia, Finn Bradshaw noted, “We are very happy with the usage of the app across the first two Tests. We knew it was going to take a while for a new product to grow to a large audience but what we can see is that it’s providing real value to our fans, and providing them with information that improves their match day experience. This is just the first step in a multi-year journey, so we will continue to monitor and talk to our fans to continue to evolve and improve the experience.”
Using the MatchDay app at test matches in Brisbane’s Gabba and Perth’s WACA stadiums this Ashes series, extra information such as venue maps, gourmet food options and camera angles were a helpful addition in planning out the day prior to attending the matches and also while seated in the stands.
Bradshaw also noted during the Ashes series that “Across both first and second Tests, around 13% of users each day used the Matchday section, averaging 3 uses of it a day, showing it was providing good value. The most used section was the schedule, with users clicking most on information around activations with free upgrades (such as how to access the Pool Deck in Gabba, the XXXX Gold Bay, Gillette boundary-line seats), and core information (changes in session times after rain for example)”
