Amplifying the Spirit of the NFL's Most Storied Franchise
- ClientGreen Bay Packers
- IndustrySports
- CapabilitiesCRM & Loyalty Strategy · Content strategy
Code and Theory created a world-class mobile experience
Recognizing the massive opportunity to better serve every single Packers fan across the globe, the Packers came to Code and Theory to help create a world-class mobile experience that would become an extension of the team itself.
Key Takeaways
Enhanced fan engagement through rich content
Responsive design with smart homepage
World-class mobile experience boosts loyalty
A simple yet flexible user experience
Aside from its fiercely loyal audience, the Packers had built up a tremendous archive of digital editorial content, from long-form journalism to high-impact photography and video.
The sheer volume of content presented a unique opportunity for the team to rethink how to organize and prioritize it on mobile for every fan. To complement that impressive archive, the Packers’ editorial team produces and publishes up-to-the-minute news and feature narratives about the current season, every single day.
The solution was to create a simplified user experience that was flexible enough to respond to the real-time goings on of the team, the players, the season, and the fans. The site experience also had to map directly to the behavioral cycle fans express when they follow a team.
As we re-architected the entire mobile site from the ground up, our guiding question was: How do we give fans what they’re looking for, exactly when they want it?
A "Smart" Homepage
The homepage was redesigned to update throughout the week, prioritizing the most important content Packers fans need to know. It would contain the most relevant content for that particular time of the week. For example: an up-to-the-minute news feed on game day, or the official post-game recap on the following day.
More Context
In the new mobile site, content was the star of the experience. For example, the redesigned News feed includes “story arcs,” which are packages of content selected by the site editor to give users more context behind the big story. In the new mobile site, editors helped fans more easily connect the dots behind a team rivalry, or the history of the Packers’ coldest games on record.
The new mobile experience set the standard for how the Packers communicate with its fans on the go.
Designed for Packers fans by Packers fans, the end result went far beyond an aesthetic facelift— creating a high-engagement web experience focused on providing what fans want in the moment.
What We Did
Mobile App
Enhanced user engagement through a streamlined interface.
Content Strategy
Developed targeted content to boost fan interaction.
Digital Platform
Integrated systems for seamless user experience.
Customer Experience
Improved service delivery through feedback loops.
Let’s get to work. Start a conversation.
newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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