— Mercedes-Benz Stadium

Mercedes-Benz Stadium

Creating a compelling online Stadium and Fan experience.

Building a dynamic digital presence to meet ever-changing needs.

INDUSTRY:
Sports & Entertainment

CORE OFFERING:
Digital Marketing

PROJECT:
Website Redesign

ACTIVITIES:
SEO Optimization, Content Strategy, Customer Insights, Experience Design, Mobile, Responsive Design, Web Development, Analytics

The Ask

Designing a website not just for today, but for future needs too.

Mercedes-Benz Stadium was looking to create a new website that focused on delivering a strong, positive fan experience. This new website would ultimately focus on the stadium as an event hosting venue, and needed to meet the quality and UX expectations of the prestigious brands including Mercedes-Benz, the NFL, The Atlanta Falcons and Atlanta United FC. Because the stadium construction was not complete at the time of the site launch, Mercedes-Benz Stadium required a website that currently focused on awareness, recruitment, and selling Personal Seat Licenses that could continue to expand as stadium needs evolve.

The Solution

Creating a compelling fan-first experience that seamlessly grows as the stadium does.

Macquarium created requirements for the website redesign based on a robust discovery phase including competitive analysis of similar brand websites and stakeholder interviews across Mercedes-Benz Stadium, the Atlanta Falcons and the Atlanta United brands.

A fan-first customer experience was very important to Mercedes-Benz Stadium, and they had conducted research on other NFL stadiums and stadium websites to identify what fans liked and what were the pain points of the local stadium experience. With that research we developed a mobile-first design strategy to create a fan driven experience. A deep dive content audit was conducted, keeping in mind that the website needed to keep the branding balanced between the three main brands (Mercedes-Benz Stadium, Atlanta Falcons, Atlanta United) and leave room for additional branding from other events the stadium will soon host.

We used this fan focused experience strategy to create a highly visual mobile-first website. The site was designed to easily expand in the coming months to meet the exciting schedule of events the stadium plans to host. Macquarium laid out a post-launch roadmap for Mercedes-Benz Stadium for the next 12 months including all of the updates we know will be necessary and when and how they should be implemented.

Over 65% of Mercedes-Benz Stadium website traffic comes from mobile devices. This will increase dramatically during events.

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1800 Peachtree St. NW, Suite 250
Atlanta, GA 30309

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