Digital Strategy & Platform Development

The Professional Bull Riders (PBR) are faced with a very unique challenge for a sports league. Its digital properties must serve as the primary news source, entertainment source and promoter of the sport. PBR approached Lightmaker in early 2011 to help overhaul its entire digital properties to improve its communication with the fan base and to better leverage existing and new content. Through a heuristic analysis of the PBR digital properties, a formal plan was set in motion to take

advantage of the dynamic content that PBR creates on a regular basis. Once complete, Lightmaker began the process of rebuilding the website first, followed by a video centric mobile app. The new platform was launched in time for the 2011 Built Ford Tough World Finals in Las Vegas. Reception from the fan base has been positive and overall engagement on the platform has increased since then with time spent on site doubling since launch.


Lightmaker implemented a centralized platform using Umbraco as its CMS and a heavy integration with the Brightcove Online Video Platform.  The solution consists of a completely overhauled design, content taxonomy and technological ecosystem.

The new platform included the core site, mobile web and mobile applications all powered by the Umbraco platform. The site includes several new features, not the least of which is the use of conditional states which adapt the look and feel of the site to the current editorial or promotional cycle of the PBR.

In addition, intelligence behaviors on the new platform are garnered through the use of an industry leading analytics platform, Webtrends 10, which allows the PBR to track user engagement across all channels including social.

PBR Mobile App

PBR wanted their fans to be able to access their unique content anywhere, so Lightmaker worked with PBR to build a mobile app for iPhones and Android phones.

Initially the app was going to feature content around the Built Ford Tough Series, but after realizing the potential for unlimited fan access, PBR decided to put their full stable of content in the app, including news, videos, event information and schedules as well as live audio streaming and live scoring.