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VML Partners with U.S. Soccer for New Digital Engagement Platform


Digital fan experience will debut April 2

VML Partners with U.S. Soccer for New Digital Engagement Platform

VML recently announced it has partnered with U.S. Soccer to redesign and evolve the experience and to create a digital hub for fan interaction ahead of the U.S. Men's National Team's participation in the 2014 FIFA World Cup.

The new digital fan experience will debut in advance of the upcoming U.S. MNT match on April 2 against Mexico. Further enhancements will continue to be released in the ensuing weeks, resulting in the fully upgraded platform being in place before the U.S. MNT's opening match of the 2014 FIFA World Cup on June 16 against Ghana. 

"VML differentiated itself due to creativity, professional and detail-oriented approach, and proven track record to deliver measurable results for leading brands," said Neil Buethe, U.S. Soccer's Director of Communications and Content. "Though our continued dialogue with our fans, we identified several key areas to better serve U.S. National Team supporters through our digital platforms. In collaboration with VML, our new site will improve our reach and connection to the fans and provide them with innovative ways to share their experience in support of all U.S. National Teams."

VML will support U.S. Soccer as it continues to engage and energize its base of core fans across the digital landscape ahead of the 2014 FIFA World Cup. The launch of the new online experience marks the next phase in the evolution of U.S. Soccer's digital presence and was built with a mobile-first approach that is both adaptive and responsive. This includes content, design and mobile strategies, site architecture design, website development and activation and engagement strategies. Content creation will focus on pre-, during and post-match insights and perspectives, as well as team and player profiles.

"Our goal is to excite soccer fans ahead of this historic occasion with the development of a modern digital experience that engages users and motivates them to create and share compelling content that resonates with fans," said Chuck Searle, executive director of client services at VML. "We look forward to kicking off a partnership with U.S. Soccer that plays a strategic role in the evolution of its digital presence."

U.S. Soccer will continue to utilize web content management (WCM) and digital marketing solutions by Sitecore, transitioning to the Sitecore 7 Experience Platform to deliver relevant, personalized digital experiences across channels.

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Categories: Sportswear, Clothing and Fashion

VMLY&R, Wed, 23 Jul 2014 16:13:15 GMT