The power of building into existing networks – as shown by Lucozade Powerleague, Dog Digital and Topshop

Lucozade Powerleague is the country’s leading provider of 5 a-side football pitches. They are already well set up on social media, with thousands of people ‘Liking’ the pages of their 44 sites.

Working  in conjunction with creative agency Dog Digital the brand have decided to capitalise on this further, by building an Facebook application that allows players to organise their team, schedule matches and perform other functions within Facebook.

Commenting, Sarah Jane Thompson, from Lucozade Powerleague, said:

“Lots of them already use social media to share their 5-a-side activities, so it was about harnessing that passion under the Lucozade Powerleague banner, as well as adding value to our customers’ experiences of playing in our leagues. Dog helped us to create a solution that offers the perfect look and feel for our target audience, while effortlessly utilising Facebook’s slick functionality.”

The app gives every team participating in the various leagues their own pages. It allows users to follow the teams they are involved with to simplify organizing matches, access results and future fixtures of their league matches, and even  scout out the opposition before a game.

David Hamilton, Business Development Director of Dog Digital said:

“Football is such a social game and by allowing teams to interact and share through the MyTeam Facebook app, we’ve helped Lucozade Powerleague bring that social side of football online. “

Called MyTeam, the app links into the Facebook Event system, which makes it very easy for users to get to grips with, Many are probably already organising their footballing activities through Facebook anyway, and the app will hopefully make this easier for users.

Lucozade Powerleage are of course hope for viral exposure of their brand too, with player’s friends seeing on Facebook  what they are up to, and potentially getting involved themselves.

The MyTeam app seems to have been well received by users too. Lucozade PowerLeague say that a third of all the league teams signed up are already using the app. While keeping users engaged will be critical.

In a different industry shopping brands often utilise Facebook app and API functionality to provide catalogue content to engage users. For example, Topshop are currently running a 3 million kisses project, building a an app that gives away a free lipstick to users to celebrant reach 3 million fans. The MyTeam project further shows the value of brands going into networks where people already are, instead of trying to build proprietary software by default.