GREEN BAY PACKERS MOBILE WEB

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1 GREEN BAY PACKERS MOBILE WEB 7/9/2015 1

2 About americaneagle.com FAMILY Owned & Operated Owned & Operated STABLE Projects Offices NATIONWIDE 300+ Employees

3 ABOUT ME Art Sbarounis, Partner Liaison 3+ Years at Americaneagle.com Season Ticket Holder Green Bay Packers, (Gold) 7/9/2015 3

4 ABOUT THE GREEN BAY PACKERS PROJECT - m.packers.com The Green Bay Packers were interested in creating a Mobile Web App to deliver a dynamic, cutting edge and user-friendly engagement hub, replacing their existing mobile website and augmenting the online experience which heavily relied on their NFL-run Desktop Only experience at 7/9/2015 4

5 PROJECT OVERVIEW OVERVIEW: The Green Bay Packers existing mobile site was overly basic and provided a remedial experience, compared to the Desktop version of the website. Trending towards 50% of online traffic coming from mobile devices, The Packers needed to address the mobile experience for fans but also capitalize on the potential (positive) business impact. CHALLENGES: Create a mobile experience, tailored to the mobile fans Automatically consume content managed within the Packers Desktop Website (NFL s CMS) Identify new engagement opportunities to support increased Sponsor/Advertiser revenue 7/9/2015 5

6 PROJECT OVERVIEW Main reasons for choosing Sitefinity? The ideal balance of extensibility and ease of use. Product focus on the mobile experience paired perfectly with the most important project goal and CMS selection criteria. A clear winner across other important selection criterion, specifically: Ease of integration Total cost of ownership Core CMS functionality Connectivity to Marketing systems 7/9/2015 6

7 PROJECT OVERVIEW Challenges faced with the current website before implementing Sitefinity The Packers current desktop site does not support responsive design Their existing mobile site was outdated did not meet their needs Did not support the user experience for their mobile/ tablet users. With the percentage of mobile/ tablet user exceeding those on desktop, the Packers wanted to ensure their fans received an unparalleled The Packers wanted to take the robust functionality and repository of content/ data from the desktop site and incorporate it into the new mobile site. 7/9/2015 7

8 PROJECT OVERVIEW Sitefinity Highlights This project had an extremely unique vision for the user experience Having most of content automatically pulled in from the NFL s Content Management System. The content was brought into Sitefinity in raw formats and a number of custom modules, widgets, web services, tasks, content feeds and dynamic templates Personalization was applied in a non-traditional manner Layouts, templates and content needed to change dynamically The most relevant and commonly accessed information, based on the day of the week, next matchup, pre-game, live game, post-game had to be displayed. 7/9/2015 8

9 PROJECT OVERVIEW 3 rd Party Integrations HP Autonomy TeamSite (NFL CMS) Google Double Click for Publishers Akamai Limelight Live Stat feeds Packers Fan Club Locator SiteCatalyst/Omniture/Adobe Marketing Cloud Others 7/9/2015 9

10 PROJECT OVERVIEW Sitefinity Add-ons Professional version Load Balancing Plans in place for a Phase II and beyond Online Marketing Edition Sitefinity Digital Experience Cloud 7/9/

11 PROJECT SOLUTION HIGHLIGHTS Launched for in time the Packers Playoff Run Optimized for Phone & Tablet Orientations (Responsive Design) Day/Time/Matchup Dependent Homepage Layouts / Widgets for Pre-Game, Live & Post- Game Endless Scroll for Content Feed Listing Pages Custom Modules for Schedules, Players, Content Types and so much more Persistent NFL Data & Live Stat Feed Updates Interstitial Advertisement Placements Within Content Feeds (Google DFP) 7/9/

12 PROJECT SOLUTION TECHNICAL HIGHLIGHTS Use of Akamai for Mobile Device Routing Custom scripts to check for matching content on Mobile or Desktop, creates routing rules Custom web services, tasks and schedulers Integration with NFL CMS (HP Team Site / Interwoven) Sitefinity Professional with Load Balancing & CDN 7/9/

13 PROJECT SOLUTION TECHNICAL HIGHLIGHTS Lazy Loader - Dynamic content feed with endless scroll Updated to provide the latest information to users in an on demand fashion Challenges : This information was already prepared and published on the Packers desktop site, they did not want to double their work load Solution We set up scheduled tasks, feeds paired with logic data mapping, and a back end repository where content could be accessed/ referenced. 7/9/

14 PROJECT SOLUTION TECHNICAL HIGHLIGHTS Sponsorship and ad placement Solution we created custom tools for tying in DFP ad placement to the content feed Commenting and Find a Bar functionality: Solution Integrated from the desktop site into content elements further extending the full experience to the mobile audience 7/9/

15 PROJECT SOLUTION TECHNICAL HIGHLIGHTS Team, player and in-game data Challenges Puling from several sources and relate them the way we were structuring and serving up the information on the front end Coordinating the sequence, timing and mapping The In-game module needed to be as quick, accurate and intuitive as possible. In season, different phases of the week where the team, schedule and player information is updated and delivered I.E.(roster slider feature, injury report updates, season statuses, etc). 7/9/

16 PROJECT RESULTS HIGHLIGHTS Visits are up 55% and Page Views are up 37% on mobile and tablet versus prior year. Retention (visits/visitor) on mobile has seen an increase of 18% year-overyear. ROI expected in under 15 months Beginning initial phases of Digital Experience Cloud discovery 7/9/

17 GREEN BAY PACKERS RESPONSIVE MOBILE SITE 7/9/

18 A r t S b a r o u n i s a r t. s b a r o u n i a m e r i c a n e a g l e. c o m