AS Roma continues digital onslaught by rolling out first interactive mobile preview story

AS Roma continues its digital onslaught by rolling out its first interactive mobile preview story ahead of Chelsea clash

AS Roma has partnered with creative platform Fastory to unveil its first interactive mobile preview story ahead of its clash with Chelsea (31 October), it will run across Instagram Stories and Snapchat.

As part of the partnership, Roma will further roll out eight special pieces of content to showcase Fastory tools and engage fans.

Users need to go to AS Roma story and a chatbot will ask them questions like "What shirt number does Edin Dzeko wear for Roma?" followed by two more questions, short text content, video highlights, match stats and a call to action to buy tickets for the game.

According to Roma, it is designed specifically for the platforms where it has its highest per-user engagement that is Instagram Stories and Snapchat and aims to deliver a much more rewarding and engaging ‘swipe-up’ experience.

Roma has already rolled out its first story which was the match preview on Monday ( 30 October) and will be releasing its mobile first game created specifically for Stories today (31 October).

The Drum spoke with Paul Rogers, head of digital and social media at AS Roma who said: “In July 2017, we challenged ourselves to be braver and innovate more when it comes to delivering new and engaging content. We set ourselves the goal of collaborating with cool digital companies and start-ups and publicly experimenting with at least 10 new content formats for fans before the season was over. The work we’ve done with Fastory to release this mobile-first, interactive Champions League preview ‘Story’ is the perfect example of what we’re trying to do.

“Digital-savvy fans will no longer accept a passive content experience. They want to engage, they want video, they want it on mobile and they want it on the platforms they are using every day. For many of our fans, that means on Instagram Stories and Snapchat. We actually decided to work with Fastory because we loved what they did with a mobile ‘Story’ for the Batman Lego movie."

Yann-Alexandre Petretti, product advocate of Fastory said: "As a lifelong AS Roma fan myself, I couldn’t be more proud to partner with a leading digital club that truly cares about fans engagement. The incredible early traction generated from this campaign proves that Fastory plays an important role in this new way of consuming content.

"The story, which featured clips of exciting plays from the first game at Stamford Bridge, interactive chatbot, and stats, has been warmly received by the supporters."

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Taruka Srivastav

I march to the Indian beat of The Drum.

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