Southampton FC integrate Tweets into pitchside advertising

Southampton FC are the latest club to demonstrate the value in integrating social media into their offline stadium experience. The Premier League tweeted during their match against West Brom that tweets sent with the #saintsfc hashtag would appear on the pitchside LED advertising boards.

Whilst a simple and fairly basic tactic, it’s one rarely seen in football stadiums are clubs struggle to properly integrate their online activity into the football stadium. We’ve long been advocates of the “Connected Stadium” model that advocates using technology to not only encourage social media engagement within the stadium, but also pulling in the external fanbase who follow the match via social media into the matchday experience.

Obviously there’s the usual challenges of ensuring the right technology is used by the club as well as making sure that content is properly moderated, but this is fantastic to see arguably a lower profile club (Albeit Southampton have been excellent in the Premier League this season) not scared to invest in the strategy.

The benefit of this is undoubtedly that it should encourage fans at the stadium to tweet the official accounts, thereby improving engagement and potentially giving the club some further data capture. Secondly, the initiative also shows the club being innovative with technology and undoubtedly fits with the clubs ambitions to position the brand as a serious top tier Premier League team. Thirdly, this again an excellent idea for engaging with fans and giving them  real reason to engage with the clubs social media presence.

Earlier in the season, Queens Park Rangers announced they would be advertising match specific hashtags on the home dugout in a bid to encourage fans to use Twitter to share their thoughts and photos about the game.

Sean Walsh

Founder of Digital-Football.com and leading Football Social Media expert.

You may also like...

3 Responses

  1. Antonio says:

    Sean hi, thanks for this post, one question:

    I’m not sure if I understand what you mean by “giving the club some further data capture”. Could you please elaborate on that?

    • Sean Walsh says:

      Hi Antonio,

      What I meant was using Social Media activity to capture data from fans. So, if the club is running a social competition or showing a piece of exclusive content they might require data capture for fans to access it.

  1. February 28, 2014

    […] if you have a player you can trust. They’ve recently shown their willingness to innovate by displaying Tweets along the side of the pitch, putting the hoardings to very good […]

Leave a Reply to Antonio Cancel reply

Your email address will not be published. Required fields are marked *