Enhancing Fan Connection to the Seattle Seahawks Through Digital Media

Abstract

Over the past year, I’ve worked with the Seattle Seahawks and University of Oregon for my honors thesis project that tackles how the Seahawks can enhance fan connection using digital media. Using Design Thinking as my guiding principle led to my solution. I ensured that the fans and their needs were at the forefront of my solution. Using interviews as my primary research, a key insight was that the majority of engaged fans were seeking a personalized on-field experience and that this type of interaction would be a critical driving force for them to better connect with the team. While providing an in-person experience isn’t always feasible, it is possible to create a virtual experience within the digital media landscape. Utilizing 360-degree cameras with live streaming capabilities, I created a prototype and mock-up of what an integrated 360 live streamed experience could look like for fans on a gameday. Fans will get to choose which player they follow and what experience they want to see each week. This unique and personalized activation will give fans the ability to interact and customize their experience and then witness behind-the-scenes content live as it happens. By implementing this new creative approach, it will help integrate more fans into the gameday experience and hopefully translate to better connections with the Seattle Seahawks over time.