A long time ago, the mobile phone became such an extension of our body that on many occasions we lived experiences through its screen instead of seeing it with our own eyes. If you don’t know what I mean, take a look around you at a concert or any other kind of show.
For example, look at what fans do on a football field when their team is about to take a penalty. Or when he lifts the Champions Trophy (Champions League, World Cup or whatever). Thousands of phones are raised to capture that moment and instantly share it on social networks instead of enjoying the moment.
And that’s exactly what Borussia Dortmund set out to avoid in collaboration with its sponsor Vodafone. To this end, the German team has introduced a solution that rewards fans who do not use their cell phones during matches.
Photo: Borussia Dortmund
T-shirts, scarves… and cell phones. What a time it was when we went to the stadium to cheer on our team. These days, more fans are aware of their mobile phones than what is happening on the field of play.
In 2023, Vodafone conducted a survey of 1,000 people who regularly attend stadiums and 63% of them admitted to regularly using their phones during matches. We’re talking about two-thirds of fans, and that percentage has grown even more in recent years.
Digital ‘detox’ in football. Constant use of phones in stadiums not only causes fans to miss goals and games, but also reduces animation in the stands. Because of this, Borussia Dortmund and Vodafone have decided to take action on the matter.
Their solution is to include a new ‘Fan Mode’ in the German club’s official ‘BVB’ application. It’s a function that basically encourages you to leave your cell phone in your pocket during matches at Signal Iduna Park, Borussia Dortmund’s stadium. As? Of course with rewards for using it.
enter ‘Fan mode for the win. When the match is about to start, the user must activate the new ‘Fan’ mode within the ‘BVB’ app and lock the mobile screen. Points are added as long as the screen is locked, so the fewer times you unlock your phone during a match, the more points you’ll earn.
During the break, you are allowed to use your phone, but when the second half starts, you must switch back to ‘fan mode’ to continue collecting points until the final whistle. You can then cash them in for gift cards in the club shop or jerseys signed by the players.
A complete success. The ‘Fan Mode’ was used for the first time during a home game against Eintracht Frankfurt and has been so well received that the club plans to use it in all matches played at Borussia Dortmund’s stadium.
According to Borussia Dortmund CEO Carsten Kramer, the idea is to “preserve an experience that no technology can replace. More than 81,000 people in the stadium, singing, cheering and holding their breath.” There are times when technology has to take a back seat, and there’s no doubt that live sport is one of them. Do you agree?
Cover image Borussia Dortmund
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