UCLA Bruins gives fans access to team via mobile
February 3, 2014
The University of California, Los Angeles is helping get football fans closer to the team via a new desktop and mobile application called Bruin360°.
Bruin360° is already available on desktop and will roll out on mobile in the next week or two to coincide with National Signing Day on Feb. 5. The app will be available for download in Apple’s App store.
“We wanted to pull the curtain back, so to speak, and give fans a behind-the-scenes look at our program, and we felt Bruin360 was a great way to achieve this from an interactive standpoint,” said Matt Bernstein, director of football relations for UCLA, Los Angeles.
“UCLA is one of the nation’s premier universities and as such, we have alumni scattered around the country,” he said. “Not every UCLA supporter can make it out to the Rose Bowl or a game on the road, so this is a way to keep our fans engaged and involved with the program.
“We offer access to 360 degree rarely seen vantage points of the locker room, the Rose Bowl field and suites, our weight room, practice field, etc. You can also walk around campus thanks to 360 degree technology. This makes people feel like they are there, which is really the goal.”
Bruin360° is already available on desktop at a non-mobile optimized microsite.
The app lets fans, recruits and alumni go behind the scenes with the Bruins. They can check out a virtual tour of the locker room, campus, game day, the Rose Bowl and more.
The iPhone app will give provide similar tours plus quick access to interactive content on the team, coaches and facilities.
The Bruin Experience lets fans view the football field and drag the screen to move around 360 degrees. They can then take a similar 360-degree view of the locker room.
The Rose Bowl Tour takes fans through the complete experience of the Rose Bowl.
“We are excited with all of the media we produce from highlights, to news recaps to player/coach interviews,” Mr. Bernstein said. “We’ve noticed that this content really moves the needle on our website and now we have it all under one roof so to speak with this app.”
Sports teams around the world are realizing the potential of mobile to further engage fans and provide more interactive content that builds a community.
The NFL just announced that it is rolling out a digital and mobile video platform this summer to provide fans with more content (see story).
The Chicago Bulls also recently launched their first mobile app to forward their digital presence for fans (see story).
Sports fans are some of the most engaged consumers, and mobile gives them the ability to connect with the teams and players they love at any time and any place. The UCLA Bruins has caught on to this trend and decided to take advantage of the opportunity.
“Studies have shown that people are searching more and more on their phones and getting away from the standard computer,” Mr. Bernstein said. “From emails to texting to web browsing, people are on the go and want their information on the go.
“We want people to have access to Bruins football anytime, anywhere,” he said.
Rebecca Borison is editorial assistant on Mobile Marketer, New York
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