Newcastle United Football Club partnered with Think Innovative and Real Radio to allow fans to vote in real time for the official Man of the Match using the Screach App, making it the first time fans decided the award instead of the match sponsor. Over 4,200 votes were cast from a crowd of 47,000 despite unreliable cellular service, and Newcastle United plans to continue the fan voting experience for the rest of the season and sell it as a sponsorship package going forward.

1. Case Study 1 - Sports Stadia
Experience: “Fans’ Man of the Match”
Client: Newcastle United Football Club
Partners: Think Innovative and Real Radio
The Experience - On March 5th 2011 Newcastle United offered their fans a World first - the
opportunity to vote in real time for the official Man of the Match, previously decided by the match
sponsor alone.
Using the Screach App fans simply had to tap in code ‘9’ and then select the player they felt
deserved the title for their performance in the game.
The Reward - Every fan that voted received a 20% discount voucher to spend at the Club shop
within a week of the experience. They were also entered into a prize draw for a full hospitality
experience for the final game of this season.
Promotion - In the week leading up to the match both the Screach App and the Fans’ Man of the
Match experience were promoted on Real Radio’s football phone in show The Three Legends, as
well as being covered in local press.
On the day of the match 100 posters were placed in toilets around the ground, an article was
published in the Match Program and the Match Announcer encouraged the crowd to download
Screach and vote. 2 large Digi-Vans and 10 promotions girls wearing Screach T-Shirts were
deployed around the city, actively encouraging fans to download the App and vote after kick off.
The Result - Out of a home crowd of 47,000 a total of 4,200 votes were cast despite the
unreliable 3G signal inside the ground. As a result of this high level of uptake Newcastle United
and Real Radio will continue to run the experience during every game, home and away, for the
rest of the 2010/11 season, with a view to selling it as a sponsorship package for the 2011/12
season.
To view press coverage of the experience go to:
http://thenextweb.com/video/2011/03/07/interactive-experiences-app-screach-goes-up-
against-52000-football-fans-video/
For more information please contact linda@thinkinnovative.co.uk
www.screenreach.com