Behind The Screens: How Valencia Are Engaging Fans Via In-Ground Televisions
February 3, 2020
Going to a stadium to watch a live football match is always a memorable experience. Attending with friends, family or other like-minded individuals is a long-standing tradition that contributes enormously to the sport’s global appeal. But with the right tools, clubs can add to the entertainment value that they offer and give fans one more reason to attend.
For fans of Valencia CF visiting the Mestalla stadium, this is being provided through a new audiovisual initiative using the stadium’s giant screens. Displaying exclusive in-stadium content both before and during the game, the overall spectacle has been taken to a new level.
Created with the aim of offering the fan a more complete experience, the club brought together different departments (marketing, commercial and communication) with the VCF media team, its in-house audiovisual production department. Together these teams developed a production plan that communicates the various initiatives of the club or its sponsors via creative content, broadcasting them via the screens to 55,000 spectators.
Fan engagement through sponsor content
The five high-definition LED video screens of the Mestalla allow this content to be widely distributed. “The screens can be seen from almost any location in the stadium which means a big audience for our content and also, additional exposure for sponsors who may be collaborating with us,” said Javier Latorre, head of the Valencia CF audiovisual department.
Specially created content includes the club’s internal initiatives as well as advertising, warm-up images, historic match footage and the starting elevens, which are divided across the different screens. But in addition, there is space for special promotions from the club’s sponsors that increase fan engagement at the same time. Recent activations include FlyCam from club sponsor Vueling, where fans appearing on screen are encouraged to imitate a flight attendant, with holiday prizes on offer.
Another initiative, KissCam, was inspired by competitions such as the NBA. In-stadium cameras focus on a couple in the stands and broadcast their image on the screens, encouraging a public display of affection. This idea has since led to the introduction of DanceCam or BomboCam, which features a Valencian Bombo drum superimposed onto the screen. The harder the fan mimicks a drumming action, the louder the noise they create.
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