Crystal Palace FC had a number of objectives they set out to achieve with InCrowd; central to the project was driving more value via product promotions and sponsor activations.
Crystal Palace FC wanted to maximise video content and enable exclusive content to be available behind a paywall, with an integrated data warehouse to track transactional behaviour of anonymous and known users. Crystal Palace FC wanted to enable fan growth, profiling and identification of high value fans through personalised marketing/content experiences.
Finally, they wanted to focus on growing digital rights opportunities for commercial partners alongside paid memberships, pay-per-view, premium hospitality and ticket sales.
Crystal Palace FC had ten core principles and functionality that aimed to be adhered to:
- Mobile-first with bold design
- Personalised experience underpinned by a central data lake
- Video at the heart, with new subscription platform serving 50+ live broadcasts
- Simplify core fan journeys and streamline purchasing
- Super-charged matchday experience
- Enhanced commercial partnership integration
- Native app experience with deep links from notifications
- Ticket wallet integration for digital ticketing
- Integrated but bespoke microsite for premium hospitality
- Opportunity to scale
Ultimately, CPFC wanted to create a mobile-first, centralised digital experience – personalised for each fan, underpinned by one single view of customer behaviour.