Barca steps up digital engagement with Camp Nou initiative

Spanish LaLiga football club Barcelona has introduced a new initiative to transform fans’ tour experience at the Camp Nou.

The experience has been launched by messaging app Viber, consumer activation platform Vivoom and online football media business Dugout. Viber is an existing partner of Barcelona and serves as the club’s official communications channel. Viber’s parent company, Rakuten, is the club’s shirt sponsor.

In partnership with Dugout, Viber is integrating Vivoom into its Barcelona chatbot in a move that will enable fans to create and share unique end-to-end video experiences at the Camp Nou. Through the Viber app, fans will be able to experience what it is like to sign a contract with Barcelona, meet the press, tour the home dressing room, walk through the tunnel and film themselves performing skills.

Specially designed filters will make content appear authentic, with videos to be easily shareable across social media. Vivoom will enable Viber and Barcelona to review, moderate and curate content, as well as obtain performance analytics and distribute videos to their own specific destinations.

Viber chief executive Djamel Agaoua said: “Brands today are constantly seeking new ways of strengthening the relationship and engagement among their fans. 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.”

Vivoom chief executive Katherine Hays added: “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.

“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.”

Image: Viber