The British Olympic Association (BOA) is one of 206 national governing bodies recognised by the International Olympic Committee (IOC).
With this, they have the responsibility of selecting the best athletes to represent Team GB. These athletes go on to compete at the iconic Summer & Winter Olympic Games, which are enjoyed by millions of viewers around the world.
For the delayed 2020 Olympics, The BOA’s digital strategy set out to achieve three main objectives:
Minimise custom development and deployment times by using existing sports app Experiences
For the Tokyo Olympics, Monterosa was again chosen to be part of The BOA’s elite team. As well as our previous work together, on the 2018 Winter Games, Monterosa Interaction / Cloud’s proven ability to improve first party data capture rates (EA Sports&The Jockey Club) and reliably distribute real time data (IMG Arena) were central to this decision.
Enhances CRM databases and increases the long term value of engaged fans
Branded content and premium placements provide commercial partners with measurable exposure
APIs allow for extension of custom features such as event schedules and medal tables
Using interactive Elements, at moments of high relevance, allowed fans to share their opinions and feel closer to the events they love
Often, data capture forms can be cumbersome and lacking in visual appeal. To increase first party data capture, the Interaction Cloud allowed The BOA to make their data capture form both intuitive and customisable - to keep it consistent with the overall aesthetic of the Team GB app.
This optional form was presented to users upon their first app launch, and achieved a 27% completion rate - with users receiving newsletters and competition entry in exchange. 38% of these users also opted in to receive promotions from both The BOA and their partners. After capturing user details, data pipelines were created to automatically import this information into The BOAs own Customer Data Platform, where it could immediately be used for marketing segmentation.
To assist with commercial goals, Monterosa / Interaction Cloud™ includes a number of interactive Elements that can be used for sponsorship activation and advertising. For this project, the Splash Screen, Header Sponsor, Ad Banners, MPUs, Competitions, Videos and Articles were all used to provide exposure for commercial partners.
Overall, these Elements generated over 2 milion impressions for sponsors, and provided The BOA with an additional way of generating reliable revenue.
As with most sports apps, the key requirement from fans is up-to-date event data. This was proven again, as Team GB fans visited the schedule and the medals table 1.5 million times over 17 days.
To make sure this information was always accurate, the Interaction / Cloud integrated with data feeds provided by the Press Association. This single source of information ensured that the BOA retained fans’ interest, within their owned channels, with 84% of users returning to the app after their first visit.
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Requiring high levels of reliability, as well as commercial and creative flexibility, The BOA opted to leverage Monterosa’s existing sports app Experience.
Powered by Monterosa Interaction / Cloud™, this allowed The BOA to significantly increase their data capture rates and provide commercial partners with measurable exposure. With published articles and ‘Performance of the Day’ polls reaching timelines in less than a second, The BOA were also able to engage with fans at moments of high relevance.