Roma awarded top digital prize for summer transfer video campaign

AS Roma have beaten off competition from Real Madrid, Red Bull Racing and the English Football League to win the Digital and Social Activation honour at the 2017 Fanalyse Awards.

According to Fanalyse, who last week held their annual summit at Anfield stadium in Liverpool, Roma were awarded the prize in recognition of the club’s transfer announcement video campaign.

Fanalyse CMO Barrie McAuliffe spoke of the award decision, saying, “If we polled a room full of proactive digital communications executives to draw up a list of the top five European clubs making the best use of multiple social and digital channels, it’s a safe bet that AS Roma would feature heavily.

“Last summer, [AS Roma] pretty much revolutionised player reveal videos. Roma ran away with the 2017 transfer window communications race, doing so by unstuffing their shirts and taking an informal, humour-driven approach when appropriate. It’s a tact that many have copied and for good reason.”

“It’s a great honour for Roma’s digital and social content to be recognised by Fanlayse with this award,” claimed Paul Rogers, Head of Digital Media at AS Roma. “As an organisation, Fanalyse leads the way in fan engagement, helping brands better interact with supporters and I think Roma demonstrated this summer that when it comes to content, we definitely take a fan-first approach.

“The summer transfer video campaign was all about injecting some fun back into football. When it comes to social media, we don’t take ourselves too seriously and we’ve found that appeals to not just Roma supporters but also fans of other clubs who have developed a soft spot for us.”

Previous winners of the the Fanalyse Awards, which were created to recognise market leaders and creative pioneers in the sports industry, include the likes of Manchester City, the Open Championship, Amsterdam Arena, Seattle Sounders and Chelsea.