Customer Experience and Dot Brand

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Dot Brand Customer Experience – Design, Gamification and Content

wearetennis.bnpparibas  offers a great Customer Experience, including Gamification, User Generated Content and a modern Design and architecture on a dot brand website. A dot brand name associates a keyword or a phrase to a brand name in an internet address : wearetennis.bnpparibas.

The website wearetennis dot bnp paribas includes news about Tennis competitions. The site is managed by BNPParibas who sponsors Tennis since 1973, when the French Tennis Federation asked BNP Paribas to finance the construction of the center court box seats at Roland Garros Stadium. Since then, BNP Paribas is a proud sponsor of the Roland Garros French Open and of many other tennis tournaments.

Design

The new website design was launched early may in French. The new design is available only in French for the time being, while English, Italian, Dutch and Turkish are still now using the previous design.

New Design

The new layout gives more space to content, as the menu section is included in the banner image, moving to a sticky menu when browsing down.

The content and the navigation is based on boxes, making it easy to browse and navigate in content.

The little green tennis ball is dedicated to mobile navigation. This ball always stays in a very convenient position for a mobile site user.

Customer Experience on dot brand

 

Gamification

After creating a profile on the site, the user can enjoy a large number of benefits, based on the number of points collected.

BNP Paribas customers gain more points, supporting a better customer retention and decreasing churn. Points can also be acquired by referring a new user, making the whole process viral.

There are six different levels, going from “Rookie” to “Legend”.

The points gained give access to a certain number of benefits, including tickets to smaller tournaments, or living the final in a  enhanced fan zone locate on the premises of Roland Garros itself – court n°1.

Content

The site boasts rich content around tennis, including

  • live news and results,
  • editorial content
  • user generated content

The functionality also includes a ticketing system dedicated to delivering the benefits of the programme.

Over 25’000 pages are referenced by Google, including lots of pictures and of updated content for a better Customer Experience. More insights on the profile page

Naming : We are tennis – a name used used across media.

Naming consistency

The site wearetennis.bnpparibas associates the brand – bnpparibas – and the concept : we are tennis. BNP Paribas owns their dot brand TLD and could have registered tennis.bnpparibas, that looks much better by many traditional domain investor criteria : shorter, more brandable, unique name, generic, international.

In this case and the association with BNP Paribas, “we are tennis” has more brand value than “tennis”.

We are tennis online media

in 2011, BNP Paribas created We Are Tennis, a platform dedicated to tennis and materialized by :

A website: wearetennis.bnpparibas

A Facebook page:  facebook.com/wearetennis/

A Twitter Feed: twitter.com/WeAreTennis

A Pinterest Page: pinterest.com/wearetennis

A YouTube Channel : youtube.com/wearetennis

 

2017-06-11T19:57:51+00:00 Case study|