Dugout, which has made its name creating behind-the-scenes content for football clubs, has now got together with the club and its sponsor Rakuten to build experiences around the historic stadium and its museum, all designed to drive and engage users on Rakuten Viber.
This classic slice of footballing history is reportedly the third most visited museum in Spain.
The content looks to serve as a taster and drive more traffic to the stadium with the intent of bolstering the brand and ticket and tour sales.
Francesco Calvo, chief revenue officer of FC Barcelona, said: “Visitors come from across the world to our wonderful stadium and see for themselves what makes FC Barcelona the greatest club on the planet. Now we want to ensure that we are delivering the greatest stadium tour on the planet too. Our ambition is to become Spain’s number one tourist destination and this collaboration will help us achieve this goal, as well as further grow the profile of FC Barcelona around the world.”
Matthew Baxter, president of Dugout, added: “FC Barcelona is a founding member of Dugout and we share their vision of being recognised as the truly world class. This collaboration with Rakuten Viber will help unlock an incredible fan experience for visitors to the Camp Nou, but also enable the club to reach the 980 million Viber users across the world with unique content and competitions. We’re excited to be working on such a pioneering project – our biggest experiential activity to date – and think this new fan experience will set the benchmark for clubs everywhere."
Rakuten owns Viber, having bought it up in 2014, and looks to drive awareness of its app and the Barcelona FC sponsorship with the activity. At the moment the app boasts around 900 million registered users.