The sports world is constantly changing, and in 2015, it’s fair to say that in most cases, the fans hold all of the cards. Front offices now have to court fans, engage with them and provide round-the-clock content to convince them to wear their colors, follow their accounts, and care what happens in the middle of the offseason. Fan relationships have become personal, and it’s not uncommon for front office staff to know many of their fans by name, or at least by their Twitter handle.
Washington, D.C., is a great sports town. With five pro teams and several major universities there’s practically a seat in a stadium for nearly every resident. When you also consider that this town flips over like a college dorm with every election cycle, there’s a lot of coming and going and plenty of sporting events to choose from.
When the league began in 1996, United immediately cultivated one of the best fan cultures in the league (Landon Donovan said so himself) and won three of the league’s first four championships. In today’s jam-packed market, we’re actively exploring creative ways to find new fans where they are, and that’s where social channels play a major role. There are plenty of young, dynamic sports fans in the District, especially those who don’t exactly have deeply rooted ties to D.C. We already know they like soccer and flock to their TVs for the biggest games that the sport has to offer. D.C. had the highest ratings for the 2014 FIFA World Cup and was near the top for this past summer’s Women’s World Cup.
When it comes to the live game, however, many of them are also looking for something a little different, and we’re not afraid to think outside the box for ways to get their attention. Traditional print advertising and a social media strategy are important, but not unique. By partnering with Tinder, we are able to easily reach hundreds of thousands of users in the Metro D.C. area – many of whom are those young dynamic sports fans – in a way that hasn’t been done before in this market. Users can match with the team on the app, which will prompt a message with a link for discounted tickets to an exclusive Swipe-Right-Night. The entire experience is meant to feel just a little bit more personal than say, a tweet, which can go a long way in converting non-fans into new ones.
On October 2, D.C. United take on league newcomers New York City FC, a team loaded with international superstars like Frank Lampard, Andrea Pirlo, and David Villa. A nationally televised game with playoff implications for both teams, it is the perfect night to invite the District to match with D.C. United. Tinder gave us the microphone, and we’re bringing the party.
Find your Match at our Match! Score tickets to @Tinder Swipe Right Night ? http://t.co/172eMbxfzZ #SwipeRightDCU pic.twitter.com/gOrEKlSQ2o
— D.C. United (@dcunited) September 28, 2015
Teams all across the country are experimenting with technology for fans inside their venues, from the ability to upgrade seats (Red Bulls) to watching game replays (San Jose), all on your phone. Once inside RFK Stadium, we are asking fans to reduce their radius on the Tinder app to one mile so they can match with other people enjoying the game in the Tinder District, a 27,000 square-foot, field-level party space. The Tinder District will open at 5:00 pm and will feature live music, an open bar and tailgate games. Fans are encouraged to post photos with their “matches” to social media using the hashtag #MOTMDCU, to enter a contest to win the “Match of the Match.” The winning match will be announced just before kickoff and the lucky couple will be escorted to a special table next to the field where they will watch the game, while being served food and drinks, for their first date in front of 20,000 of their newest friends.
Tinder’s bread-and-butter is connecting people, and with their help, we are excited to be able to offer a unique viewing and social experience D.C.’s sports scene has never witnessed before.
D.C. is a busy town with lots of options, but sometimes connections can be made with a simple swipe right.
More information is available on Swipe-Right-Night here.