Elevating the Fan Experience: BYU Athletics' Mobile-First, Data-Informed Approach

For many athletics departments, mobile app strategy is still an afterthought. Whether the app lacks a dedicated team, the app is free or cheap from a rights holder, or teams just aren’t sure the best strategy to activate the power of engagement in an app, many athletics departments are missing out on a critical source of interaction with fans, revenue, and growth. 

 

BYU, WSC Sports, and WMT Digital recently came together to discuss best practices in activating a mobile app strategy for fan engagement. We heard how an integrated approach leveraging WSC's automated content generation with WMT's app platform created a powerful fan engagement tool for BYU that has delivered impressive results in year one.

Tyson Hutchins, Associate Athletic Director for Creative Strategy at BYU shared their success, explaining how they consolidated their digital strategy, including web, app, and email. The BYU app showed impressive results, with 37% growth in users, 35% growth in engagement, and 41% growth in time spent in app.

Key insights from the webinar. You can watch the full recording here. 

1. Centralized Fan Engagement Hub via a Dedicated Mobile Application:

BYU Athletics has invested in a dedicated mobile application, BYUCougars, as a central platform for fan engagement. This app serves as more than just a source of schedules and news. It integrates various features designed to enhance the fan experience throughout the year, not just on game days. This strategic move recognizes the increasing importance of mobile-first interactions in reaching and engaging their fanbase. In the webinar, Hutchins emphasized the importance of creating familiar user experiences, “similar to social media platforms,” while maintaining control over the content and user experience as key to their success.

2. Leveraging AI-Powered Video Technology for Personalized Content Delivery:

BYU Athletics has partnered with WMT Digital and integrated WSC Sports' AI-powered video technology into their mobile app. This innovative integration allows for the delivery of personalized, real-time video highlights directly within the app. This addresses the challenge of fluctuating social media algorithms and provides BYU with a more direct and sustainable channel to reach their core audience with engaging content. It also makes the task of continuous content creation easier–and quicker–to manage. 

3. Data-Driven Insights for Enhanced Fan Experience and Sponsorship Opportunities:

BYU Athletics utilizes data analytics to understand fan behavior, preferences, and engagement patterns within their mobile app and across other digital platforms. This data can then be leveraged to personalize communication, tailor content, and create more targeted marketing campaigns. Furthermore, understanding fan demographics and engagement metrics provides valuable insights for corporate sponsorships, allowing for more effective alignment of brands with specific fan segments. The ability to collect and analyze fan data is crucial for creating personalized experiences, building stronger fan loyalty, and maximizing revenue opportunities through targeted marketing and data-informed sponsorship strategies.

4. Direct-to-Fan Communication and Content Control: 

By prioritizing their mobile app as a key communication channel, BYU Athletics aims to establish a direct line to their fanbase, independent of the ever-changing algorithms of social media platforms. This allows for greater control over content delivery and ensures that valuable information and engaging content reach their audience directly. Establishing a direct communication channel through a mobile app empowers athletic departments to cultivate a stronger relationship with their fans and build a more sustainable digital presence.

Watch the full webinar to gain deeper insights into BYU’s approach to elevating their fan engagement!