Through a centralized and integrated approach, Infront helped A.C. Milan elevate their digital presence – meeting the ever-evolving fans’ needs of accessing content digitally, while accommodating sponsors’ requests for innovative, holistic communication methods.
Milan Media Factory: Tailored content to unite disparate online tools
Addressing an array of fragmented and ineffective digital tools, Infront was challenged to create an innovative and integrated digital strategy for A.C. Milan. The existing digital presence was outdated and completely segregated, provided a poor user experience and offered sponsors inadequate activation opportunities. To bring unity and value to A.C. Milan’s digital ecosystem, Infront introduced a holistic, cross-platform strategy that was fan-centric, content-driven and designed to optimize media value. Creating and developing tailored digital content that includes special interviews with players, breaking news, coverage from matches and highlight moments as well as other special features, the integrated pool of material was custom-made and accessible across the full spectrum of digital media platforms.
Full exploitation of new media channels
Infront’s centralised Digital Media & Marketing unit handles the production and development of the A.C Milan official website (www.acmilan.com) the webTV Milan Time, (www.milantime.acmilan.com), the official A.C. Milan mobile app and the official YouTube channel creating a coordinated, multi-platform digital ecosystem – extending the value of the A.C. Milan brand and creating a breadth of opportunities for online brand exposure.
Since season 1 (2010/11) of launching A.C. Milan’s digital content strategy, all channels have seen a strong increase in activity. The official website has generated a 400% increase in sponsor activation in 4 years, and attracts 1.75 million unique users per month. The webTV has increased premium users by 200% and increased video views by 400%. A.C. Milan’s YouTube channel monthly revenues have grown by over 600% and subscribers have risen by over 3500%.
- Seamless integration of multimedia elements into a coordinated digital ecosystem: website, webTV, mobile apps, and YouTube
- Provide sponsors with multiple communication opportunities and comprehensive reporting to increase the media value
- Attract, engage and retain fans with accessible and relevant content across a variety of platforms