Capturelife, the digital delivery and engagement solution, has announced its latest merchandise collaboration with NBA’s Atlanta Hawks and State Farm Arena, also in Atlanta, US.
The team ranked in one of the top spots in a recent NBA Game Experience Survey, in the top three for ticketholder’s “Overall Game Experience”. Looking for new ways to keep fans satisfied, the Atlanta Hawks engaged Capturelife to create a fan engagement pilot program during last year’s NBA playoffs.
The club’s director of experience strategy Tylyn Castellanos and analyst of innovation, Henry Van Gorp worked with the technology firm to provide fans with personalised content for a unique and memorable experience.
The initiative has delivered impressive fan engagement statistics, with 82% of fans that participated sharing their photos online through Capturelife. Roughly half this figure (40%) returned to view their photos after the match, a sign of fans’ loyalty to the sport and the Hawks.
The industry typically has a view rate of 50% for print experiences, illustrating the potential of digital approaches, such as Capturelife’s deal with the Hawks. Castellanos says that a transition to digital could be a real game-changer for customer loyalty and fan engagement: “Our expectations were high for this pilot program and Capturelife delivered. From the level of engagement and feedback that we received, we are grateful for helping deliver a great experience for our fans.”
Following a successful rollout in 2021, the Hawks signed a wider contract with Capturelife to extend the program as an integral part of the fan engagement experience. As of last month, the program will now feature fan photographers at all home games in the State Farm Arena. Fan photos include exclusive sponsored overlays that can be modified for televised matches.
The Capturelife experience delivers a new revenue stream by becoming a new benefit for premium ticket holders, generating new upsell opportunities. Exclusive content will be unlocked by supporters when photographers scan season ticket badges and premium wristbands.
CEO Rich Scanlon says “The Atlanta Hawks are the gold standard for delivering an exceptional fan experience and leveraging technology to innovate. We are proud to be working with them to increase engagement and create lasting memories for their fans.”
Capturelife recently celebrated the success of Enchant Christmas, a touring US attraction that featured a festive photography experience.
