|
|
Project Overview
Netball Australia partnered with Outware Mobile and Telstra to create the Netball Live app for iOS and Android, a world class live streaming sports app for netball fans. The app was designed to offer fans more information about the game they love than ever before, at the touch of their fingertips.
Netball Live demonstrates the latest thinking and implementation in native mobile design and development that makes the user experience a pleasure for all netball fans old and new.
Project Commissioner
Project Creator
Team
Netball Australia
Outware Mobile
Telstra Media
Project Brief
Netball is played by more than 20 million people in more than 80 countries worldwide. It plays a key role in Australia’s sporting heritage and lifestyle, and is ranked as the leading women’s participation team sport and the top team based sport in Australia. There are 1.2 million participants in Australia, with over 5000 nationally recognised clubs and 570 affiliated Associations.
2015 saw Australia on the world stage, with Sydney hosting Netball World Cup SYDNEY 2015. 16 nations competed for the title of World Champions.
The objective of the Netball Live app is to attract new fans to the sport, and better engage existing fans worldwide.
App users can access live scores, statistics, news and highlights for free while subscribers are able to access to every ANZ Championship game played in Australia live, along with full match replays of all 72 games of the season on demand. Netball World Cup SYDNEY 2015 was also broadcast to more fans than ever before on the app, with all 64 games streamed to mobile handsets and tablets across the globe.
Project Need
The app provides a platform that meets the demand for contemporary, consumable and convenient sport products. It targets all netball fans, from the ‘fanatic’ to those who have a casual interest or might attend one game a year.
This is the sport’s first dedicated mobile app with live streaming. Live streaming apps are incredibly popular with sports fans and it is important to be able to provide netball fans with the convenient access to their favourite game. The result is a world class live sporting app that was featured in the App Store days after it went live.
Netball Live holds content for the ANZ Championship, Netball World Cup and the Australian Netball Team (the Diamonds), giving the user the power to seamless switch between the three. Each category of content takes on it’s own look and feel, reinforcing each brand.
User Experience
In line with best practice app design, Netball Live hides complex processes from users to create a colourful, vibrant and intuitive mobile experience.
Casual users find it simple to use with the latest and most important information clearly presented up-front.
Power users delight in digging down into the huge amount of content, stats and functionality that the app offers.
The app leverages the conventions of each platform to ensure that users get a familiar, yet delightful experience appropriate to their device of choice. The Material Design layout of the Android app creates an intuitive experience for users by providing context and cues that are subtle but grounded by the rules of physics, while being open to imagination and magic. The iOS user interface is designed to be simple, beautiful and engaging, in line with the latest standards in iOS design.
The navigation between the three states – ANZ Championship, Netball World Cup and Australian Netball Diamonds – is a seamless integration of a myriad of content. Netball Live is effectively three apps in one, for the convenience of elite netball fans.
Project Marketing
Netball Live received a lot of media attention on launch, including feature articles in:
? Campaign Brief: http://www.campaignbrief.com/2015/03/netball-australia-launches-new.html
? B&T: http://www.bandt.com.au/media/netball-australia-launches-live-streaming-app
? Ausdroid:https://ausdroid.net/2015/03/11/telstra-launches-new-netball-live-official-app-and-renewed-partnership-with-netball-australia/
It was also heavily promoted during the Netball World Cup SYDNEY 2015 by the organising committee, Netball Australia, competing nations and Telstra Media.
Target audiences were broken down, with messaging adjusted accordingly. All stakeholders were enlisted to promote the app through their channels.
Netball Australia strategically leveraged ANZ Championship free to air and subscription television broadcasts to promote the app to 4.1 million viewers. It was further promoted to an audience of 2.9 million Australians during Netball World Cup.
Netball Live was promoted in-stadium during ANZ Championship and Netball World Cup, with prominent on-court decals, LED signage, TVCs and commentator announcements.
The marketing for Netball Live was rolled out with a phased approach, complementing each new release of the app.
Phases:
- Awareness of new app in line with the 2015 ANZ Championship Season
- Second release of app, with fan-focused features
- ANZ Championship Finals
- Netball World Cup SYDNEY 2015
- 2015 International Netball Test Series – Australia v New Zealand (October 2015)
Project Privacy
Netball Australia is committed to the protection of personal information in accordance with the Australian Privacy Principles set out in the Privacy Act 1988 (Cth) and the Australian Privacy Principles.
Entertainment & Leisure
Apps have overtaken entertainment & lesiure. They influence what and how we watch or listen to, where and how we eat, dine and play, how we book and how we interact before during and after entertainment events. We're looking for apps that make entertainment even more entertaining.
More Details