Client: A.S. Roma
Date: 2018 – ongoing
Type of project: Fan Engagement
Tools: Customer Data Platform
Objectives: #Engagement #DatabaseBuilding #Up-selling
Founded in 1927, A.S. Roma is among the 5 Italian teams with the most fans in the world. Indeed, besides Italy, there are Roma Clubs promoting and developing sports fandom for Roma especially in the United States, Brazil and the United Kingdom. Roma has over 9.5 million followers on Facebook alone. Like all football clubs and all sports associations in general, dialogue with fans takes place primarily through social media channels such as Facebook, Instagram and many others. AS Roma wants to combine this strategy with a proprietary space where fans can find a 360-degree view of the world of AS Roma and be rewarded for their loyalty to the team.
Unico grande Amore is a disruptive project in the world of sports, based on cross-channel engagement, mapping of user actions in real time and personalised 1-to-1 dialogue. Launched in 2018 and still ongoing, it aims to build a value relationship between the club and its fans, involving them in various multi-channel activities, during the Serie A and Champions League championships, but also off season. The heart of the program is the digital platform where fans can access a rich programme of events to take part in and which offer aspirational prizes that “money can’t buy”.
Through the use of the Customer Data Platform, the information learnt from the fan’s interaction with the team touch points can be mapped and contributes to the construction of a personal and behavioural user database. The fan’s value is identified through a proprietary algorithm: the Fan Performance Index (FPI). This is a dynamic value that rises or falls depending on the fan’s interactions with the team and allows the Club to identify a fan’s value in monetary terms in real time. In this way it can define communication strategies aimed at individual clusters and evaluate specific co-marketing activities with third-party sponsors and brands.
The project is totally disruptive in the loyalty world, as attested by the national and international awards it has received:
Brand Loyalty Awards 2019 – Milan
Loyalty Awards 2019 – London