By Samindra Kunti
May 11 – The Belgian FA, the KBVB, has launched an exclusive Red Devils app as coach Marc Wilmots will announce his squad for EURO 2016 on Thursday.
Since 2012 the KBVB has been proactive in its online communication and social media, notably on Twitter with 439,000 followers and on Facebook with 1.1 million likes. In 2015 the Belgian FA launched its Instagram account targeting a younger audience.
The different platforms have attracted both a national and international fan base. The Red Devils’ Facebook page has 38% of fans coming from both Europe and the rest of the world.
With the new app the KBVB wants to detach some of its communication from social media platforms to better its product placement. The main goal of the ‘Red Devils powered by Proximus’ app is to provide fans with information and also engage them.
Software company EASI developed the app together with the KBVB and its commercial partners over a timespan of eight months. The apps of the German, French and Dutch FA were also inspected and deemed too newsy, in competition with the traditional mainstream media.
The app’s main feature are snapstories on Snapchat: content and videos that will be available for a limited period of time with an explicit aim to generate exclusive content. Product placement will be limited to spotlight and splash screens. Other features will be an infographic fan guide for traveling fans and a ‘devil of the match’ election.
Fans can subscribe to the app’s notifications after registration. The app will be available for both Android and iOs and can be downloaded at http://app.belgianreddevils.be.
Tomorrow Belgian coach Marc Wilmots will announce his squad for EURO 2016. In France Belgium will play in Group E against Ireland, Italy and Sweden. Captain Vincent Kompany won’t be at the European Championship after he sustained a season-ending injury with Manchester City in the Champions League.
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