Fan Engagement & Brand Activations for WSW FC

Challenge

With reduced A-League broadcast coverage and COVID-19 restrictions, Western Sydney Wanderers FC needed an innovative way to engage its fanbase and deliver commercial objectives. The challenge was to create a live experience that connected fans at home with the in-stadium experience while seamlessly integrating user generated content (UGC) and sponsored content into a single broadcast.

Solution

Dizplai delivered a comprehensive interactive media solution that powered the Wanderers’ live pre-match show. Our platform provided end-to-end capabilities, including a live social media integration and a content moderation engine to manage real-time fan engagement from Facebook, YouTube, Twitter, and Instagram.

Natalie Gatt, Marketing & Brand Manager of Western Sydney Wanderers, described their goals while partnering with Dizplai, “Our sole aim is to connect with fans and reward them for their loyalty, and the Dizplai team enabled us to do exactly that. Led by two superfans, in Tatiyana and Michael, we created an extra dimension to a potentially one-way conversation, as fans in the stadium and at home had the chance to combine and influence the match-day experience.”

The Dizplai team provided dynamic broadcast graphics that included multi-function L-graphics and partner logo placement, ensuring the show had a professional look and feel while supporting the brand partner’s commercial objectives. The platform’s ability to automate data integration from polls and social feeds directly into the live stream allowed the producers to create a rich, data-driven experience on the fly, with all visuals easily triggered from a cloud-based interface, elevating the pre-match experience for their supporters and commercial partners.

Results

The live pre-match show successfully connected with fans, extended brand activations, and proved the value of a social-first approach while creating outcomes such as:

• The live show rewarded fans with exclusive content and direct audience participation, creating an extra dimension to the match-day experience.
• The campaign successfully extended the reach of partner branding and boosted club revenues.
• The digital streams hit an average of 5,000 viewers per show on social channels, plus in-stadium audiences.
• The show proved the effectiveness of using social media to influence the conversation with opinion-based polls.