Rakuten Viber, Vivoom and Dugout Partner to Dramatically Increase FC Barcelona’s Digital Fan Engagement
Viber and Vivoom Team with FC Barcelona and Dugout to Build End-To-End, Highly-Engaging Fan Video Experiences, Deepening the Connection Between the Club and Its Global Fanbase
Viber, one of the world’s most popular messaging apps, Vivoom, the market’s most advanced Consumer Activation Platform, and Dugout, the innovative online football media business, Launched a new partnership to dramatically transform Barcelona fans’ tour experience at the historic Camp Nou.
In conjunction with Dugout, Viber is integrating Vivoom into its FC Barcelona chatbot, to enable visitors to Camp Nou to create and share unique end-to-end video experiences that place them amid the dream of signing a professional contract with Barça.
Fans will use Viber’s app to video themselves in a press conference with the media, as well as running out of the storied tunnel for the first time to receive the adulation of the fans. Specially designed filters will make the video content of the average fan seem as authentic as the media coverage of major signings like Suarez or Coutinho. Fans can then easily share the videos across their social channels. Vivoom also provides a platform for Viber and FC Barcelona to review, moderate and curate content. They can also obtain performance analytics, and distribute the videos to their own specific destinations.
“Brands today are constantly seeking new ways of strengthening the relationship and engagement among their fans,” said Djamel Agaoua, CEO of Viber. “This partnership is a perfect example of how brands can leverage technology to deepen their interactions with their audiences. With this powerful combination, we can deliver inspiring user experiences for businesses around the globe.”
The integration is part of a wider reinvention of the museum and tour experience, with a range of exclusive interactive experiences built into Viber’s FC Barcelona community, including creating a mock contract for signature, receiving a welcome from coach Ernesto Valverde and the players, and taking part in the “wall ball” skills challenge, enabling fans to be ranked against the Barça squad. Dugout already shares exclusive behind-the-scenes content from top clubs and players to millions of fans worldwide, and is part owned by FC Barcelona.
“For Vivoom, the partnership with Viber is a natural extension of the impact our platform is delivering to brands across the globe, as we have already seen with the upcoming FC Barcelona activation,” said Katherine Hays, CEO of Vivoom. “The combination of Viber’s reach, popularity and high level of security and Vivoom’s unique Consumer Activation technology and User-Generated Advertising platform open a myriad of possibilities for our companies, allowing each organisation to play to its strength while helping brands deepen their touch-points with their consumers in a way that delivers value versus detracts from the consumer experience.”
Matthew Baxter, President, Dugout added: “This ground-breaking partnership will allow FC Barcelona’s fans across the world unprecedented access to the club. It will allow them to experience what it feels like to be the club’s next big signing and we are delighted to have devised the strategy behind this partnership and to have created some exclusive and unique content. This first of its kind collaboration with Vivoom, Viber and FC Barcelona really will bring fans closer to the club they love both at the stadium and around the world.”