VIRGIN AUSTRALIA
FAN REPORT
In sports, the players’ performance decides the result.
But, how do upsets happen? Some teams have an extra member. The fans.
Virgin Australia, the official travel partner of the AFL set out to prove the value of fans travelling to support their team.
To do this, we analysed sport in a way never done before, measuring the impact fans have on the scoreboard and creating the first ever Fan Report.
Data gathered allowed us to
make what’s ordinarily invisible, visible and create a new kind
of sports report.
HOW IT WORKED
In-stadium monitors along with software and hardware systems recorded fan performance.
Heart rate monitors similar to the ones players wear gave us unique insights connecting fan performance to player performance, fans peaking at 158 bpm and players at 156 bpm.
Custom software systems monitored the length and loudness of chants and cheering, along with colour analysis to find the most dominant team colour in the stadium and in social.
Our fan report inspired a new TV segment, with live fan reports born in social broadcast to over 7m viewers on TV.
As the Richmond Tigers claimed their first premiership in 37 years with the help of 70,000 raucous supporters. All in a match where the underdogs had 70% of the support, we saw the true power of fans. As the Richmond Tigers claimed their first premiership in 37 years.