Manchester City FC launches ‘Connected Scarf’ to track fans’ emotions

Manchester City FC launches ‘Connected Scarf’ to track fans’ emotions

Sports and entertainment creative agency, Octagon, has teamed up with Cisco to launch the ‘Connected Scarf’, a new project in support of their partnership with Manchester City and City Football Group.

Unit9, a global manufacturing and technology partner, also helped launch the initiative. As part of Cisco’s ongoing efforts to drive a more inclusive future, drive innovation and better connect fans around the world with the clubs and players they love, Octagon helped bring to life Cisco’s vision for The Connected Scarf, a wearable technology that helps track fans’ emotional journey through the game , providing further insight into the interconnectedness between the club and its fans.

Ashley Marusak, global sports marketing manager for Cisco, said: “In our work with Manchester City over the past few years, we have continuously looked for ways to connect fans with the sport they love, on another level.

“The Connected Scarf is such an exciting project for us to pilot together as we seek to better understand and measure the highs and lows of football fans and how the game affects fans not only emotionally, but physically as well.”

Ryan Shaw, creative director at Octagon UK, said: “Being a supporter of any club is an emotional rollercoaster. Thanks to the Connected Scarf, we can now understand the physiological emotions that fans go through during a game.

“Creating this technology from scratch has been an incredible journey, there is so much this scarf can teach us about fans and club culture, watch this space.”

Conceptualized and brought to life over a period of four months, this sophisticated wearable is equipped with an open-source device with biometric sensors integrated into the fabric, anonymously capturing bio-signals coming from a series of skin conductance sensors. The Connected Scarf can accurately track and record fans’ emotional, physiological and movement data during the match. The sensors can also capture four separate streams of data during a match, including:

• Heart rate, heart rate variability, breathing, oxygen saturation and hydration.
• Reactions of the sympathetic nervous system that are driven by cognitive and emotional arousal.
• Movements, activity, movements, rotation and cardinal direction.
• Temperature that can be used to assess health as well as emotional reactions

When worn by a fan watching his team, the feedback is said to be extremely accurate with fascinating nuances, recording both positive and negative reactions to goals, matches and refereeing decisions.

A two-minute film was created to launch the project, featuring Manchester City men’s stars Jack Grealish and Aymeric Laporte, documenting the development of the Connected Scarf as fans across the stadium tested the new technology during the team’s crucial Premier League victory over Newcastle. The run for the league title. The film is supported by the full Connected Scarf website, hosted on Manchester City’s partner site, providing more details on the project and including key insights from team members.

Are you interested in the world’s leading brands personally discussing such topics? Learn more about World Digital Marketing Forum (#DMWF) Europe, London, North America and Singapore.

Tags: Connected Scarf, fans, football, Manchester City

Source link

Leave a Reply