Helping Internazionale Milano FC build a stronger relationship with its supporters by offering them customized services and valuable content via the new mobile app.
Helping Internazionale Milano FC build a stronger relationship with its supporters by offering them customized services and valuable content via the new mobile app.
Media & Entertainment
2017
FC Internazionale Milano
Team sports find their raison d’être when athletes share passion and mutual understanding also with their supporters. Clubs do their best to keep this fire burning bright and to reinforce this relationship.
F.C. Internazionale Milano needed a new mobile app in its digital ecosystem that could become the club’s official voice in a scenario of a plurality of unofficial apps and websites managed by the fans.
The Inter App is now Inter’s voice talking to each of its fans in a personal and dedicated way. It delivers a customized experience while creating a long-term relationship with fans as a community and its micro-communities.
The app engages Inter’s fans in a friendly way throughout the whole football experience, from the ticketing system to the live match section, thanks to its interface and content flow that resemble those of a social network.
Moreover, all news and information are based on the user’s needs and content selection, thus resulting highly personalized.
We have collected a broad database of insights from football fans all over the world through a survey that involved more than 20,000 people from 11 different countries. We also carried out a field research activity in order to directly interview fans during matches in stadiums, in cafés or at Inter Clubs, and representatives of selected Italian Inter Clubs have been involved in a workshop.
Through all these research activities we got meaningful insights on the way different kinds of supporters live their relationship with the Club.
One of the missions of the app is to profile users over time, learning from them to enrich CRM data and engage each fan with the best possible content, since the very beginning of the experience. The first step is, in fact, the setting up of personal preferences through a configuration page that allows the app to gather user data.
An algorithm collects the content according to geolocalization, the day of the week and the user's main language.
Ticketing is one of the sections reachable from the menu and from specific cards in the explore content flow. When tickets are available users receive push notifications that drive them straight to the ticket page, right when the information becomes relevant. The live match section becomes the core of the app experience while the game is on.
It was mandatory to keep a dual focus on the project: on one side the design and development of a strong first release of the app with a great initial technological boost, and at the same time, the definition of an evolutionary roadmap to allow the continuous release of new engaging features over time.
For the development of the app, we partnered with Vidiemme Consulting, a software development company born in 2004.
Staying close to the fans and keeping a valuable relationship with them is essential for every sport club. Now FC Internazionale has a dedicated channel allowing it to offer a truly personalized and engaging experience to each of its supporters.
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