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Zapier > Case Studies > Leveraging IoT for Enhanced Fan Engagement: A Case Study on Seattle Seahawks

Leveraging IoT for Enhanced Fan Engagement: A Case Study on Seattle Seahawks

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Technology Category
  • Application Infrastructure & Middleware - Database Management & Storage
  • Infrastructure as a Service (IaaS) - Cloud Databases
Use Cases
  • Inventory Management
  • Time Sensitive Networking
Services
  • System Integration
About The Customer

The customers in this case study are the management teams of the Seattle Seahawks and Sounders FC, two sports teams with the same ownership group. The Seahawks are a professional American football team based in Seattle, Washington, and the Sounders FC are a professional soccer team also based in Seattle. Both teams are known for their passionate and vocal fan base. The management teams of these sports teams are committed to listening to their fans and incorporating their feedback into their decision-making process. They believe in the principle of 'democracy in sports', which means giving fans a say in important decisions, such as the team name and the potential removal of the general manager.

The Challenge

The Seattle Seahawks and Sounders FC, two teams with the same ownership group, are known for their passionate and vocal fan base. The management team of these teams wanted to ensure that they were effectively capturing and responding to fan feedback. However, the challenge was to manage and analyze the massive amount of feedback received from the fans, which was not limited to the game day but was a continuous process. The management team needed a system that could collect, organize, and summarize the feedback in a way that was easy to understand and actionable. The feedback was crucial for the teams as it played a significant role in their decision-making process, including team name selection and the potential removal of the general manager.

The Solution

To address this challenge, the teams implemented a system that combined three software applications - Wufoo, Zendesk, and MySQL - and one app automation platform, Zapier. Wufoo was used to create a simple four-question feedback form that was embedded on the Seahawks’ website. The feedback received through this form was then logged and responded to using Zendesk. The data from Zendesk was then exported to a MySQL database where it was organized and summarized. Zapier, the app automation platform, was used to connect these applications and automate the process. A PHP script was set up to package the day's new Zendesk tickets into an email that was sent to directors and VPs every night. This solution allowed the management team to stay informed about fan feedback on a daily basis.

Operational Impact

  • The implementation of the feedback system has significantly improved the management teams' ability to listen to their fans and incorporate their feedback into their decision-making process. The system has made it easier for the teams to collect, organize, and analyze fan feedback, which has led to more informed decisions. The automation of the process has also saved the teams a significant amount of time and resources. Furthermore, the system has enhanced the teams' relationship with their fans by making them feel heard and valued. The fans' involvement in the decision-making process has also increased their sense of ownership and loyalty towards the teams.

Quantitative Benefit

  • The Seahawks draw more than 66,000 fans per game

  • The Sounders FC draw nearly 50,000 fans per game

  • Over 95 percent of the ticket holders voted to keep the general manager in the last voting cycle

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