MLS is expanding the features on its league app this season, supporting it with its largest marketing campaign for the product to date. The league last May released an all-new app, the first major update for the league’s mobile experience and the first since it had taken all of its app development in-house. It previously had handled product management in-house, outsourcing development to Possible Mobile, which has also worked with the PGA Tour and U.S. Figure Skating. MLS Senior VP/Media Chris Schlosser, who oversees the league’s digital business, said the league has taken the last nine months to build out the features of what it hopes is the "home for an MLS fan." New to the app this season will be digital ticketing management for clubs that use SeatGeek and Ticketmaster; access to the MLS store with the ability to purchase items through the app and deeper fantasy game integration. MLS is hoping that the newly broaden app continues to find success among its digital-friendly fanbase.
APP ENGAGEMENT UP BIG: Schlosser said that mobile is by far the top platform for fans to engage with MLS content, with roughly 70% of total digital consumption occurring on that platform. Engagement in the new app launched last year increased a third compared to the previous one, he said. To further drive fans to it, the league will be running its largest marketing campaign specifically for its app, featuring top players like DC United F Wayne Rooney and Red Bulls F Bradley Wright-Phillips showcasing the app. The content was shot at the league’s media and player marketing tour last month. The campaign will be featured during nationally and locally broadcast matches, as well as across league and club digital/social channels. MLS also created custom localized versions of the spots for each club. Schlosser said that half of MLS uses its league app as its official app. The tagline for the campaign is "Live Your Colors," which Schlosser said refers to how the colors of the app change to match your favorite club when selected. “It’s been great ramping up on the marketing front, but it all starts with product quality,” he said. “This is the best app we’ve ever put out, so we want to push everyone there.” EVO Films is MLS' agency of record for the app-specific campaign.
