ABOUT THIS ENTRY
In 2022, Cisco partnered with Octagon to continue its efforts to disrupt and enhance the fan engagement experience, while also driving innovation through the power of biometric wearables. The idea of taking an iconic symbol of football fandom – a scarf – and giving it an innovative upgrade to provide fans, via Cisco sensor technology, with insights about the physiological impact of watching their favorite team was the genesis of the project.
“The Connected Scarf” is a sophisticated wearable fitted with an open-source device of biometric sensors integrated into the fabric, anonymously capturing bio-signals coming from a series of skin conductance sensors. “The Connected Scarf” accurately tracks and record fans' emotional, physiological, and movement data throughout a match, and provides key insights into the interconnection between the club and its supporters.
Unit9, a global production and technology partner, also helped spearhead the initiative.
How does this represent “Excellence in Engagement”?
The Cisco “Connected Scarf” is a truly revolutionary use of technology in the way it connects brands and teams with its most ardent supporters. The proprietary wearable technology, which is artfully woven into the fabric of the team’s supporter scarf, provides key biometric data from the fans to better understand the fan’s emotional journey throughout a match. The sensory activity helps the brand to better understand the fan experience and further engage with its consumers/supporters during a match and across a long, emotional season.
As part of Cisco’s ongoing efforts to power a more inclusive future, drive innovation, and better connect fans globally with the clubs and players they love, global sports and entertainment creative agency Octagon helped bring to life Cisco’s vision for the “Connected Scarf” to the loyal fans of City Football Group’s premier soccer clubs, including Manchester City FC and NYCFC.
Strategy & Execution
“The Connected Scarf,” a unique wearable technology and the first-ever biometrically-enabled fan apparel, helps monitor a fan’s emotional journey throughout a match, providing important insights into the interconnection between the club and its supporters.
The sophisticated wearable is fitted with an open-source device of biometric sensors integrated into the fabric, capturing bio-signals coming from a series of skin conductance sensors to accurately capture a fan’s heart rate, body temperature, and emotional arousal during a match.
When worn by a fan watching their team, the feedback is remarkably accurate with fascinating nuances, capturing both positive and negative reactions to goals, tackles, and more.
As part of the campaign launch, Cisco and Octagon partnered to create a two-minute film, featuring Manchester City men’s stars Jack Grealish and Aymeric Laporte, which documents the development of “The Connected Scarf” as fans throughout Etihad stadium tested the new technology during the team’s crucial victory over Newcastle in the 20221-22 Premier League title run. The film is supported by a full “Connected Scarf” website, which is hosted on Manchester City’s partner site, provides more detail on the project and includes key insight from team members.