Digital Experiences - Part 2

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Digital Experiences - Part 2

AMB Sports & Entertainment (AMBSE) catered to a wide variety of fans by creating a digital experience for the new Mercedes-Benz Stadium and TinCaps introduced the ‘Go Johnny Go’ app to create digital experience among its wide range of fans.

Digital Experiences- Case Studies

AMB Sports & Entertainment (AMBSE) New Mercedes-Benz Stadium:

1. Overview of the experience:

  • AMB Sports & Entertainment (AMBSE) asked IBM iX to create the digital experience for the new Mercedes-Benz Stadium.
  • Football fans wanted engaging experiences that blur the lines between the field, the stadium, at home, and the public place and, hence, IBM iX developed the new fan experience apps to meet that desire.
  • During the design sessions, the company interviewed a wide range of fans, from twenty-year season ticket holders to those attending their very first game.

2. What is offered:

  • Three fan experience apps (Atlanta Falcons, Atlanta United, Mercedes-Benz Stadium) were offered to fans to provide access to a broad range of services.
  • A fan can get their tickets scanned on their phone, get directions to their seats, and receive step-by-step navigation to the concession, which makes the offline impact seamlessly integrated into a digital experience.
  • The apps will also keep hardcore fans up to date on team news, with access to exclusive articles, inside information, videos, photo galleries, up-to-date player and team statistics, and more.
  • The apps will help new fans in wayfinding, concessions ordering, and in-suite catering.

3. Number of members / subscribers / users:

  • There are over 5000+ downloads of Mercedes-Benz app on the Google Play store.

4. Why it's a good example:

  • There are thousands of display screens fed with original video content thanks to high-speed data storage.
  • 71,000 viewers at a time can share digital experiences, supported by IBM Storage.
  • The Falcons saw a 2.6% regular season bump in attendance after moving from the Georgia Dome and which topped at 74,000 in the post-season.
  • Atlanta United headed the MLS attendance charts with an average gate of 48,200 in 2017.

TinCaps: “Go Johnny Go” Mobile Game

1. Overview of the experience:

  • Fort Wayne TinCaps used digital experience to cater to a wide range of fans. They partnered with Reusserdesign the new ‘Go Johnny Go’ app allows fans to take that incredible experience home with them.
  • TinCaps wanted to extend their brand outside of the ballpark. In fact, they were already developing a strong fan base during the baseball season and they wanted to take it a step further to really help fans connect with the TinCaps.

2. What is offered:

  • The Go Johnny Go app allows fans to dodge baseballs and collect apples as they race Johnny back to Parkview Field. The game was a true extension of the TinCaps’ stellar fan experience sending them racing back to Parkview Field for the next ball game.”
  • The app gave hardcore fans an amazing opportunity to stay connected with their favorite mascot from any location.
  • The app gave new fans an added personal touch while convenient features like the ability to play the game without internet were also included.

3. Number of members / subscribers / users:

  • There are more than 2,200 downloads of the app.

4. Why it's a good example:

  • The 'Go Johnny Go' app helped Tincaps to extend the experience beyond the ballpark as it is fun, exciting, and challenging.
  • The app has been a huge success with fans with more than 2,200 downloads. This was mainly due to the custom illustrations within the game, which really added the personal touch for its users, necessary to resonate with their local fanbase.
Sources
Sources

Quotes
  • "When AMB Sports & Entertainment (AMBSE) asked IBM iX to create the physical and digital experience for the new Mercedes-Benz Stadium, we were honored. And what was the first thing we did? We talked to the fans. Six-weeks of design thinking sessions led us to a simple insight: football fans want engaging experiences that blur the lines between on the field, in the stadium, at home, or in a public place. We developed the new fan experience apps to meet that desire."
  • "During our design thinking sessions, we interviewed a wide range of fans, from twenty-year season ticket holders, to those attending their very first game."
Quotes
  • "Creating an identity With the venue’s one-year anniversary looming, it seems to be delivering enough of those experiences. The Falcons saw a 2.6 per cent regular season bump in attendance after moving from the Georgia Dome and during the post-season the gate topped 74,000. Atlanta United headed the MLS attendance charts with an average gate of 48,200 in 2017, with that figure rising again in 2018."
Quotes
  • "When our local minor league baseball team, the Fort Wayne TinCaps, came to us looking for a way to better reach out to their fans, we decided a game would be the perfect solution. The “Go Johnny Go” app allows fans to dodge baseballs and collect apples as they race Johnny back to Parkview Field. The game was a true extension of the TinCaps’ stellar fan experience sending them racing back to Parkview Field for the next ball game."
  • "Out of 160 minor league baseball teams, the TinCaps are the best of the best. They’ve been recognized for the Best Ballpark Experience and the creation of the new “Go Johnny Go” app allows fans to take that incredible experience home with them."