The National Football League (NFL) is America's most popular sports league. It is comprised of 32 franchises that compete each year to win the Super Bowl, the world's biggest annual sporting event.
In 2017, the league wanted to gather real-time feedback during the NFL Draft, an annual, highly-anticipated event where teams recruit players. The organization wanted to engage fans directly during the three-day event and learn about their experience watching the Draft.
In previous years, the NFL gathered this feedback through post-event surveys delivered via email. The organization needed a more agile solution so they can make on-the-fly and continuous improvements during the event.
The company’s goals were to:
✔️ Get in-the-moment feedback during an important event
✔️ Use real-time data and same-day reporting to inform decisions
✔️ Reach fans from all demographics, including millennials
✔️ Deliver a research experience that matches the NFL’s brand personality
In collaboration with Rival Technologies, the NFL sent a series of short chats during the 2017 Draft. Fans who opted-in received push notifications via Facebook Messenger informing them of new chats they can participate in.
Once people subscribed, it was easy for the NFL to contact fans and re-engage them in additional activities. One chat asked fans to record selfie videos to describe their personal experience. Rival and the NFL made sure that the chats reflected a football fan’s personality, using football lingo, images and emojis to keep the tone fun and lively. Real-time feedback during the 2017 Draft allowed the NFL to make quick enhancements to the fan experience.
In 2018, the NFL decided to use chats again, this time to explore fan feedback on the league’s new broadcasting partners, on-screen talent and marketing tactics. Select NFL fans were also selected to participate in more in-depth chats that explored the evolving media-consumption habits of viewers during the Draft.