Anyone buying the Haymarket Network produced Official Matchday Programme who owns a smartphone will be able to access to a range of FATV videos via five QR codes printed on specific pages in the programme that will take the user through to relevant FATV videos. The QR codes are generated by software developed in-house by Network, which also gives The Football Association access to a range of analytics.
Network have worked closely with the FATV Production team to identify existing and create bespoke video content to dovetail in with the programme’s editorial offering. This includes the Manchester City and Stoke City tunnel cams from the Semi-Finals, match highlights which go live three hours after kick-off, highlights of this year’s Road to Wembley, as well as classic FA Cup goals.
“We wanted to use the client’s hugely valuable video assets to deliver value to programme buyers and to maximise programme revenue around the event,” says Rachel Marks, Network’s senior account manager, “however, we also identified this was an excellent way of increasing awareness of FATV and a solution to the challenge of transferring a captive audience from event to web.”
FA Cup Final Programme editor Nick Judd believes this allows the fans to get closer to the players. “The QR codes allow us to deliver greater value for supporters before, during and after the game,” he says. “The tunnel cam videos in particular allow fans to get closer to their players than ever before, even sharing their experience, while those wanting to watch the highlights won’t have to wait until they get home.”
The programme is available as usual from Wembley on matchday, Saturday, May 14. It is also being sold online for matchday delivery within the UK. In addition it can be bought from retailers in the Stoke and Manchester areas as well as on route to Wembley from Thursday, May 12. Finally, it will be available as a digital edition from Zinio newsstand on match day morning.
“It is important that our clients trust us to be able to deliver engaging content to their audiences across all relevant channels” says Network managing director Andrew Taplin. “This use of QR codes is a good example of how we can add further to the great FA Cup Final brand experience for those readers who have a smart phone. We believe this type of technology can help re-energize the event programme.”
