It is the biggest sports and entertainment arena in Scandinavia, with a capacity of 65.000 people. It opened in October and the first version of their website was launched in June.
Even though desktop was by far the biggest platform for the current website, we knew that the mobile would eventually be the leading platform for the arena. When the user was on the actual arena, our mobile first initiative really paid off. We created a new kind of responsive website: it changed content depending from where the user was. If (s)he got online through the free WiFi then the website changed to a portal of the event you were visiting.
All design were modular and were made to be fitted into the phone first, then we made it flow upwards onto the big screen.
With the premiere closing and lots of fans on social media, but no real activity from the arena staff, we took over their Facebook page and created an Instagram account. While we were creating content I set out a strategy for social media for the first 365 days. Concepts based on weekdays, and guidelines for behind the scenes content.
While likes is important(ish) what matters is giving the visitors the tools to tell their friends about their experience at the arena. I created the strategy for how we displayed social media pointers online, as well as on the arena. Leading to Friends Arena being the most-checked in place in Sweden 2013.