Frölunda HC · Evidence tier B
Get fans to Scandinavium without the car default
Match-day nudges that meet supporters before parking becomes the plan.
Outcome
~23%
reported travelling or planning to travel more sustainably
Fans moved. About one in four reported travelling or planning to travel more sustainably after the match journey. The next step is a full-season playbook for your arena.
Setting
Frölunda HC home games at Scandinavium, with the City of Gothenburg in the EU REALLOCATE program. Smart Nudges for Events ran across selected matches for season-ticket holders and invited single-match buyers.
The challenge
On a packed home night, thousands pour into the event district and many still default to the car. Time and convenience beat generic climate messaging. Clubs and cities need something fans actually open before kickoff, not another poster campaign.
What we activated
A few days before selected matches, fans got a short Smart Nudges journey: practical travel tips, prompts, quizzes, and challenges for public transport, walking, cycling, and carpooling. Season-ticket holders got a recurring relationship. Single-match buyers got a fast one-shot journey.
Behavioral toolkit
- Match-day timing
- Personalization
- Social proof
- Easy next step
- Carpool prompts
What changed
- ~23% reported travelling or planning to travel more sustainably.
- Season-ticket holders showed up in the journey: they opened it, used it, and finished interactive content when they started.
- The club and city got a live match-day channel, ready to scale into a full season.
Good to know
Survey-backed outcome from the pilot season window. We keep the claim tied to what fans reported, not a finished multi-year program.
Want the same match-day playbook for your arena, club, or event season?