Ahead of AS Roma’s recent UEFA Champions League tie with English Premier League side Chelsea, the Italian club unveiled its first interactive mobile story previewing a soccer game.
Roma partnered with Fastory, a company with a platform that enables sports teams and brands to design full-screen mobile stories specifically for Instagram Stories and Snapchat, yet also for Facebook and Twitter too.
In a case study released by the company to highlight its work with the Italian club, fans were asked to select its story and this content, as shown here, was controlled by a chatbot, which fans needed to interact with in order to see the entire story.
After being asked “Are you ready?” subsequent questions focused on star striker Edin Džeko’s shirt number, and two questions focusing on his performances against Chelsea. Once fans navigated this, they were treated to Džeko’s memorable volley from Roma’s away game against the English Champions from October’s game which finished 3-3. Finally, there was a call to action for fans to buy tickets for the game.
This story has been seen by over 100,000 fans on Instagram Stories to date, while they spent an average of over a minute a session, with a 86 percent completion rate and a 13 percent click through rate for buying tickets for the Chelsea game.
“We challenged ourselves to be braver and innovate more when it comes to delivering new and engaging content,”Paul Rogers, head of digital and social media at AS Roma, told The Drum. “The work we’ve done with Fastory to release this mobile-first, interactive Champions League preview ‘Story’ is the perfect example of what we’re trying to do.
“Digital-savvy fans will no longer accept a passive content experience. They want to engage, they want video, they want it on mobile and they want it on the platforms they are using every day. For many of our fans, that means on Instagram Stories and Snapchat. We actually decided to work with Fastory because we loved what they did with a mobile ‘Story’ for the Batman Lego movie.”
The Italian club has recently became the first team to launch on another social media platform, Steller.
1/2: In July, we tasked ourselves at #ASRoma with being more innovative with content & collaborating with cool digital start-ups & platforms pic.twitter.com/eYqJRXcuqM
— Paul Rogers (@PaulRogers73) October 31, 2017
2/2; Ahead of #RomaChelsea, we’ve teamed up with @fastory to release our 1st interactive mobile ‘Stories’ preview https://t.co/8KBRPECSfU
— Paul Rogers (@PaulRogers73) October 31, 2017