Play Ball

Let’s face it: Fans love to talk about their team. But in the age of experiences, they also want to talk to their team. The Philadelphia Phillies collaborated with Merit to launch a social media experience at Citizen Bank Park that brought fans closer to the game with dynamic displays of real-time posts from the ballpark.

Market Reality

Social media has become one of the best ways for sports teams to engage with their fans, but the Phillies felt they could do more by bringing fans' social conversations into the experience of game day.

Market Opportunity

Philadelphia fans are passionate about being heard. Merit developed a custom application to harness the energy of Phillies fans on social media by displaying their conversations all around the ballpark. Using the application, fans can post social media content and almost immediately see it come alive on the display.

Invention Strategy

Merit helped the Phillies marketing department take its social media a step further by creating an immersive digital cafe in Ashburn Alley. This space allows fans to enjoy the game in a luxe lounge area, complete with phone chargers and sweeping views of the park that now includes a front row seat to the larger conversation taking place in the fan community.

THE EXPERIENCE

Technology

A Custom App for Game Day

Merit collaborated with the Phillies to launch PhanConnect, a custom-built display that measures roughly 6’ x 4’ and features API feeds from social media venues, including Facebook, Instagram, and Twitter. An administration console also allowed team personnel to manage and curate content from anywhere in the stadium.

Communications

By the Fans, For the Fans

Merit designed and programmed an entire system architecture to support a multi-channel mix of social media content. This application allows the Phillies to leverage social media for contests, promotions, and sponsorship opportunities, as well as tracking analytics for ROI purposes.

1 / 2

We think we have the best social display in the game, and we’ve gotten a good amount of feedback to support that.”

Michael Harris, Director, Marketing and Special Projects, PHILLIES

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