Panel: The new horizons of immersive experiences

11.12.20

by Editorial Staff

What are the main challenges of building an immersive, fan-first experience for a growing sport? Learn more during our fireside chat with SailGP

11.12.20

by Editorial Staff

What are the main challenges of building an immersive, fan-first experience for a growing sport? Learn more during our fireside chat with SailGP

SailGP stormed the world of water sports, bringing a new global championship to the table that features the world’s fastest race boats. Its objective? To continue to grow its profile and welcome a new era of fans to the highly competitive sport by leveraging technology to deliver an unforgettable digital experience.

Join this fireside chat where Deltatre’s Jason Bradwell welcomes Daisy Vollans, Head of Digital and Engagement at SailGP, to discuss:

  • The challenges of building an immersive, fan-first experience for a growing sport
  • The use of technology to enrich the fan experience for both sailing enthusiasts and newcomers, across the entire digital ecosystem
  • What can be done to keep audiences engaged even when there is no live content
  • The opportunities for building a loyal fan-base by leveraging the use of fan data across broadcast and social media

Highlights

  • [12:38] Daisy Vollans on what SailGP's digital ecosystem looks like: "We have quite a complex ecosystem where every little part has its place within different messaging and different purposes... Digital platforms are our ecosystem for communication, including the website and social channels. And then there's the app, an incredible asset during live events. It's where superfans can go to, to reach an invaluable set of data, on average 30,000 data points per race... Digital channels are, instead, a source of less complex and more digestible information."
  • [30:44] Daisy Vollans on learnings from using data to analyse audiences: "A big learning in the past few months was to understand that we don't necessarily have to put every piece of content everywhere... So, for example, with YouTube... we made a decision early on in the year to centralize the channels so the teams didn't have individual ones. That decision was made because people would otherwise jump in between channels and the user journey didn't feel right."

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This panel was held as part of the Deltatre pop-up channel at this year's LEADERSWEEK.direct/ on 6 October 2020.

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