Crowd Convergence delivered a unique and vibrant football social media solution in the entertainment precinct of ANZ Stadium for the Foxtel A-League All Stars v Juventus FC showcase match. Working in partnership with Football Federation Australia (FFA), ANZ Stadium and Twitter Australia, Crowd Convergence produced bespoke designs and workflows for huge precinct area screens. As crowds swarmed to the match they engaged in Twitter conversation and celebrated the world game on a global stage.
FFA was seeking a way to socially engage and entertain their fans from the moment they entered the ANZ Stadium precinct building to kick-off. The solution had to be big, bold, simple to use and open to all participants. Further the solution had to maintain strong FFA branding throughout and prevent unsavoury or commercially conflicting content.
Crowd Convergence produced a turn-key solution that exceeded all expectations and goals. Custom branded Twitter Walls and Photo Walls, hardware and onsite support were supplied and integrated across the precinct area at three activation points. Activations included two huge 7×14 metre projected portrait screens, a 7×4 metre LED video wall and a massive 30×20 metre building projection. Complete content aggregation, filtering and moderation facilities were implemented for flexible, safe and controlled content delivery site wide. VIP Tweets were quickly and easily identified for priority display and conflicting partnership messages were discarded to satisfy branding requirements. Expert Crowd Convergence staff were onsite at all times to ensure successful moderation and delivery.
Utilising the precinct activations led to a huge boost in onsite fan social media use that was sustained throughout the lead up and match. #ALvJUVE generated over 16000 Tweets in a 5 hour period and hundreds of fan messages were displayed across the different precinct screens. Fans loved seeing their Tweets and images on screen and these often spawned further conversations with the A-League brand. Feedback was overwhelmingly positive validating FFA goals and showing a thirst for future social engagement opportunities.
Crowd Convergence are proud to have delivered a unique and engaging solution for FFA and look forward to working with ANZ Stadium, FFA and Twitter Australia again soon.