Paddy Power asked Lightmaker to help them with user acquisition and activation around the 2014 Ryder Cup to be held in Scotland at Gleneagles. The Ryder Cup is one of the key opportunities to drive golf betting to paddypower.com and socialise the sport through a combination of editorial insight and the usual Paddy Power mischief.
The resulting microsite highlights the rivalry between America and Europe with users encouraged to vote for their chosen continent with a “Your Continent Needs You” style call to action. The theme of the microsite hinges around the #thedirtydozen hashtag and promotes a high level of social media engagement.
Other microsite features include a Ryder Cup History section, a course review “Paddy Power” style, head to head player comparisons and stats and a twitter driven competition to win tickets.
The site is fully responsive across mobiles, tablets and desktop and features Unica and Google Analytics tracking.
Visit the site: rydercup.paddypower.com
Founded in 1894, the United States Golf Association is the national governing body of golf for the U.S. and Mexico. One of the USGA’s most prominent functions, in partnership with The R&A in St. Andrews, Scotland, is to write and maintain the Rules of Golf worldwide. In addition, the USGA conducts the U.S. Open, U.S. Women’s Open and U.S. Senior Open, 10 national amateur championships, two state team championships as well as international matches.
The USGA and Lightmaker worked together on a complete redesign of the official Rules of Golf mobile apps. The Rules of Golf is comprised of 34 primary Rules, each broken into sub-rules, with at times, multiple levels of details and notes. Additionally, most rules have corresponding Decisions, of which there are approximately 1,300 currently.
The new mobile apps include the 2012-2015 edition of The Rules of Golf and the 2014-2015 edition of the Decisions on the Rules of Golf. The launch of the apps coincided with the USGA and R&A’s recently announced changes to the Decisions on the Rules of Golf, which became effective on January 1, 2014.
The apps have an entirely new user experience that give users fast and easy access to find content. Power users including Tournament Rules Officials that already know the Rule or Decision number, and need to quickly access the language, can scroll through the jump dial, while other users might search for terms like “tree” or “water” to find the appropriate Rule or Decision content.
In promoting golfer education, particularly surrounding the Rules of Golf, the USGA encourages users to share Rules content with one another, and the apps provide users the ability to both share and bookmark content on their smartphones or tablets.
“We enjoyed working closely with Lightmaker to create the new Rules of Golf mobile applications,” said Thomas Pagel, Senior Director, Rules of Golf & Amateur Status at the USGA. “This is the first step in expanding the reach of the Rules of Golf, which improves the appreciation of the game from golfers of all ages and skill levels.”
Download “Rules of Golf” App for iPhone and iPad
Download “Rules of Golf” App for Android Phone and Tablet
As part of their commitment to providing a world class gaming experience, mischievous Irish bookmakers Paddy Power tasked Lightmaker with the redesign and build of their new blog. The result was a responsive website (the greenest we’ve ever created) built on the WordPress CMS to look great on both mobile and desktop and to shine a light on Paddy Power’s very individual brand identity.
To tie in with their key business drivers, Paddy Power’s new blog was designed to be a tool for customer acquisition, to drive traffic to the main Paddy Power site by presenting interactive content, articles, GIFs, videos, audio, promotions, live match commentary and other features to their audience in unique and innovative ways. Lightmaker implemented Unica tracking and Google Analytics to measure this success.
One of the project’s biggest challenges was to ensure that the huge amounts of content and media on the existing blog were successfully migrated to the new platform. Lightmaker recommended a carefully thought out content migration strategy and ensured that all articles and media were transferred across without loss of data.
Visit the Blog here: http://blog.paddypower.com
2013 has been a big year for Lightmaker, and the great news continues with the announcement that our agency has been recognized for several categories in the 2013 MobileWebAwards.
The Daystar Television Network Mobile and Tablet application won Best Broadcasting Mobile Application. Brightcove and Lightmaker partnered to deliver this incredible app, with the Brightcove Video Cloud powering the distribution all of the live and on demand content.
The Harbour Air responsive website won the MobileWebAward for Best Travel Mobile Website. Harbour Air is a leading private charter flight and tour provider, connecting Vancouver, Whistler and many other scenic destinations throughout British Columbia.
The MobileWebAwards Competition are produced by the Web Marketing Association to honor excellence in mobile Websites and Apps, recognize the individuals and organizations responsible, and showcase the best in award winning mobile development. Judging criteria includes Creativity, Content, Design, Ease of Use, Impact, Interactivity and Use of the Medium.
The ATP is the governing body of the men’s professional tennis circuits – the ATP World Tour, the ATP Challenger Tour and the ATP Champions Tour. With 62 tournaments in 32 countries, the ATP World Tour showcases the finest male athletes competing in the world’s most exciting venues.
At the end of the season only the World’s Top 8 qualified singles players and doubles teams, based on their performance throughout the year, will qualify to compete for the last title of the season at the Barclays ATP World Tour Finals. Held at The O2 in London, the event will officially crown the 2013 ATP World Tour No. 1 and award a $1.92m top prize.
Lightmaker first engaged with ATP in 2012 providing managed services and support on existing ATP digital platforms, and soon after became the Digital Agency of Record for ATP and ATP World Tour. The Barclays ATP World Tour Finals website planning began in early 2013 with an extensive discovery process and culminated in the launch of a ground-breaking digital experience for this historic event.
The new website, designed and built in collaboration with ATP, features enhanced data visualizations, player bios, searing imagery and an integrated presentation of news, video, photos and social media. The site challenges conventional sporting event websites with its bold, clean design. The site’s responsive design will provide a consistent yet intuitive presentation to millions of fans around the world regardless of the devices they are using.
The website has multiple states integrated into the content management system, including pre-tournament, in-tournament and post-tournament to serve fans the most relevant content year-round. The site also supports multiple languages, with Spanish being supported before the 2013 tournament and the option for additional languages in the future.
The goal for this site was to deliver an outstanding experience for fans and enhanced value to partners, which was accomplished through improved positioning of commercial assets and vibrant features such as the FedEx ATP Head2Head and Emirates ATP Race To London presentations.
ATP and Lightmaker chose the Sitecore content management system to power the Barclays ATP World Tour Finals website due to the platform’s flexibility, robust feature set and a wide range of third party application support.
Henley College in Coventry is a highly reputable college providing education and training for approximately 5000 part-time and 1600 full-time students. The college wanted an innovative new website to drive course applications and visits to open days with an excellent user experience appealing to all age groups across the globe.
The college wanted a site that was fast, stable and secure and it needed to be easy to update. The brief was to work with their branding to create a fresh new design and to provide clear user journeys with strong calls to action.
Lightmaker carried out stakeholder interviews to determine what was key for the website design and build. Lightmaker completed an audit of the existing content to understand where the current information architecture let users down and to help Henley move forward and identify any issues.
The site has been built using responsive design so the target audience can access content easily on their mobile, tablet or desktop. Using Umbraco as the content management system, the college can quickly update the site with the latest course information, jobs, videos and images.
Visit the site here
Daystar Television Network, the fastest-growing faith-based network in the world, engaged Lightmaker and Brightcove to design and build a mobile experience for their internationally distributed television content. Daystar wanted to keep the app design fresh and simple, to look like the television channel and maximize the audience reach.
Lightmaker leveraged PhoneGap, an open source mobile app development framework that allows mobile and tablet apps to use standardized web technologies across multiple platforms. Brightcove’s popular Video Cloud platform allows Daystar to manage the distribution of live and on-demand video content to their mobile and tablet apps.
The Daystar app is a new way for viewers to interact with the Daystar Television Network. Viewers can now watch a live stream of the Daystar channel or save a list of their favorite videos with Daystar On Demand. Viewers can submit content via the app such as prayer requests, praise reports, videos, photos and ticket requests for joining the live studio audience.
Download the app here.
Lightmaker developed and launched Fulham FC’s original app for iOS and Android back in August 2012. The app has recently undergone a digital makeover, providing an even better user journey for the fans. With innovative features and a sleek new look, the app has been launched to coincide with the 2013/2014 season.
A big part of the improvements is the new, simplified dashboard that allows the user to swipe from one link to the next, making navigation easy. The dashboard also includes a live match module with match highlights, the latest news, a link to videos and a link to ticket purchasing. Not only does it look smart, it provides the fans with the crucial information they’re seeking.
The media centre has been enhanced to provide a new video section. The club’s internal videos offer exclusive interviews with the manager, players and behind-the-scenes footage. The news section has been streamlined and stripped of distractions to focus on the articles that users want.
Player profiles have been updated to provide details on the under 21s and under 18s. The season display means the user has access to past seasons’ results, scores, league tables and match centre. Finally, the calendar synchronization lets the user save Fulham fixtures to their device’s calendar.
Download the app here
The Open Championship 2013
For the fourth consecutive year Lightmaker have had the honor of working with the R&A in producing a number of key digital properties including this year’s most prestigious golfing events The Open and Amateur Championships.
Historically, Lightmaker has worked on not only the main R&A sites, its sister properties and of course the flagship Championship sites but has extended its relationship to produce award winning applications for iPhone, iPad, Android and Windows Phone. These included The Open Championship 2010 which won both the 2010 Pixel Award for Apps and 2010 People’s Champ Apps award and The Open Championship 2011 which received more than a quarter of a million downloads and was ranked #1 free sports app. Furthermore The Rules of Golf app was selected as an Official Honoree for the Mobile Sports category in the 15th Annual Webby Awards.
Unified Video Player
With The Open Championship reaching its 142nd year of play, Lightmaker in partnership with Endava, have worked together to further enrich the experience for golfing enthusiasts around the world by adding and improving functionality both on the main desktop site and its mobile version.
Lightmaker was faced with the challenge of unifying the disparate video players that were inherent within the old site so that users had one interface to view the content each from disparate streams be that live, VoD or radio.
There was a requirement to promote other streams within the player which was achieved using an ‘in-player’ alert functionality (for the 3 hole channel, @theopenlive and BBC stream) thus enabling The R&A to achieve its core viewing and commercial KPI’s. Geographical content restrictions added to the complexity so the player was built to cater for notifications based on a fan’s location and deliver content that was rights approved. Social sharing was integrated to allow fans the ability to promote content to their friends.
Other features include a new way to browse tee times and a hole statistics section allowing users to view how players are playing certain holes on the course and how each hole fares against another. The ever popular “Course Live” functionality has been updated in conjunction with the course guide so that fans can track golfers as they play the challenging Links course at Muirfield.
With weather reports integrated within this section it adds to a comprehensive live graphical view of the Championship. Flyovers and course information also form part of the Course Guide plus there is also the added benefit of player’s perspective on each of the holes.
New Mobile Experience
In parallel, Lightmaker have redesigned the mobile site for the Championships to enhance the user experience and bring it in line with its desktop equivalent. The main objectives were to offer a more personalized experience for visitors to view and engage with content and players of their choice. Retaining a fan’s attention by increasing time on site was key and this was achieved by improving the navigation and access to content. Scoring for The Open also needed to be presented in the quickest and simplest form whilst fully utilizing the broad range of data available.
As a result the Mobile Site features the latest news, leaderboard updates, a course guide with live stats and ‘Course Live’ (see above) and integration of external Social Media content.