Manchester City is introducing a new digital membership scheme for season ticket holders, which includes augmented reality content and the ability to collect points to bid on “money can’t buy experiences” on the club’s auction site.
The club has invested heavily in digital technology and will now be able to offer fans tiered membership of Gold, Platinum and Superbia. The football club claims the new tiered membership scheme, covering the upcoming 2011/12 season, will “revolutionise” the way it interacts with fans.
The membership card will link to augmented reality content and act as a loyalty card to collect points on purchases made at Manchester City matches.
Points can be redeemed on the club’s new auction site to bid for experiences, such as a round of golf with a Manchester City player.
The Gold membership replaces the current season ticket and allows fans access to 19 home league games for £405-£460 per adult.
For an additional £50, fans can upgrade to Platinum membership and gain access to the online programme and Manc magazine. Platinum members will also receive double points on purchases made at football games.
The Superbia membership will give fans access to all season games, Platinum benefits, and the option of car parking. It is only available by invitation and Manchester City has not disclosed details on the pricing.
It’s the membership card itself wherein the technology lies. Fans will be able to use it to watch 3D content with augmented reality, which is a football industry first. Each card contains a QR code, an augmented reality marker and an internal RFID (radio frequency identification) chip. So all supporters have to do is point their phone or web cam at it to reveal more.
“We have listened to our fans and delivered what they asked for. We are retaining the loyalty scheme and preserving points accumulated to date by our fans but are also adding more rewards. Membership also takes the club digital, using the best in class systems to deliver a cutting edge experience for all fans,” explained chief brand & commercial officer for Manchester City, Ian Cafferky.
“Now you can build the membership that suits you and enjoy exclusive rewards on our new auction site such as flying on the plane with the team to a game. It is a great platform to bring all our fans closer to the club and create a new level of convenience and entertainment.”
One lucky member will also receive a Willy Wonka-style golden ticket, although Manchester City wouldn’t reveal what that means.
In January the club released an iPhone app, which was co-created by fans.