Client: ACT Brumbies Rugby‍

Industry: Professional sports‍

Objective: Enhance fan engagement, increase ticket sales, bring fans back to the stadium following the COVID-19 slowdown and provide a seamless match day experience for ACT Brumbies fans.

Background

The Safeguard Global ACT Brumbies are a professional rugby team based in Canberra, Australia, with a passionate fanbase. To further engage their fans, the team sought to develop a mobile app that would offer a one-stop platform for all things related to the Brumbies. They wanted to provide fans with a seamless, interactive, and personalised experience that would keep them engaged during matches and beyond.

Challenges

The ACT Brumbies faced several challenges in their quest to create their augmented fan experience:

1. Fragmented fan engagement: Fans were interacting with the team across various platforms, making it difficult to measure and optimise engagement.
2. Inconsistent match day experience: Fans attending matches in person or watching remotely had different experiences, leading to potential disconnects.
3. Limited insights into fan preferences: The team lacked a data-driven understanding of fan preferences, making it challenging to tailor content and offers effectively.

Solution

The ACT Brumbies partnered with Tiparra to create a white labelled version of the Tiparra app and address the challenges by incorporating the following features:

1. Unified match day experience: The app offers real-time updates including match scores and exclusive behind-the-scenes content to create a consistent experience for fans, regardless of their location.
2. Interactive fan engagement: The app integrated gamification elements like trivia, polls, and contests, as well as social sharing features to keep fans engaged and connected with each other.
3. Simplified ticketing and merchandise: The app simplified access to ticket purchasing and merchandise shopping with an easy navigation from the app.
4. Data-driven insights: The app collects and analyses anonymised user data to better understand fan preferences and behaviours, enabling the team to make informed decisions on content and promotions.
      
      

Results

The ACT Brumbies app successfully achieved its objectives, leading to impressive results in fan engagement, match day experience, and overall user satisfaction:

1. Increased fan engagement: Fans spent more time on the app, with a significant increase in in-app interactions.
2. Improved match day experience: Fans reported a more enjoyable and cohesive match day experience, whether attending in person or following the game remotely.
3. Data-driven decision making: The app's data analysis capabilities enables the team to make informed decisions on content, promotions, and fan experience improvements.

Conclusion

With a white-labelled version of the Tiparra mobile app, tailored to the needs of their fans, the ACT Brumbies successfully enhanced fan engagement, improved the match day experience, and increased ticket and merchandise sales.

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