Collingwood Media – the media arm of the footy cub – has announced it will connect with its supporters in a capacity unrivalled by any Australian sporting club.
CEO Gary Pert today launched Collingwood Media’s 2015 digital strategy, outlining the club’s cutting-edge approach to content and premiering the inspiring behind-the-scenes pre-season documentary All Aboard the Bus – a taste of the broadcast quality content fans can expect across the year. “The vision for Collingwood Media is to provide compelling content to every Collingwood supporter, anywhere around the world, using every available technology.
“We realised it was not up to our supporters to find us, we needed to locate different avenues to connect us to all supporters, all age groups, all nationalities, 24/7, on their terms,” Pert said. “We’ve found Magpie supporters are extremely passionate and emotionally invested in the club no matter where they reside and have tailored our content strategy to provide opportunities to connect with the club whether you live near Victoria Park or Victoria Falls.”
Through the club’s partnership with Telstra, Collingwood Media content will be published to over 100,000 mobile application downloads, 350,000 monthly unique visitors, and over 800,000 supporters who are connected via the club’s database. “After several years of tracking supporter behaviour, we have gained telling insights into what they want, where they want it and most importantly, when they want it,” Pert explained.
“When our supporters engage with us, they are spending 65 per cent of their time watching video and the majority are doing so on their mobile.” “Our 2015 digital strategy reflects this swinging change.” CollingwoodTV will increase content by 35 per cent this year, producing five studio shows per week and a range of documentaries taking the everyday supporter inside the club more often, starting with the launch of All Aboard the Bus.
This is the first of a four-part series of documentaries capturing the year from the pre-season through the season proper up until the finals, trade period and the national draft.
“This will now be an ongoing commitment to build a real-life archive of every year for the Collingwood Football Club from this point on. “Collingwood Media will deliver broadcast quality content on a broadcast schedule, Monday to Sunday, live and on demand.”
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