2. Twitter
• Twitter is a great source pre-game updates, live game
updates, and postgame interviews with players and
coaches. This platform is most utilized by the team when it
is game day.
• Twitter is the platform the team uses for providing live
information about the game so that fans are never
disconnected from the team.
• A part from their game day tweeting, Chivas provides
their Twitter followers with:
• Monthly and weekly schedules of the team
• Score updates from their sister teams
• Fan experiences and pictures

3. Facebook
• The Chivas Facebook page has many
features that make the Chivas fan
experience more engaging. The page
includes:
• Score updates
• Behind the scene looks
• Article links
• Team schedules
• Game highlights and info
• Fan pictures
• The Facebook platform is a hub for fan
engagement. They are allowed to impute their
opinion and interact with other fans within the
platform.
• Their Facebook page is utilized to summarize
their other marketing platforms. The message
they portray on this page aligns with the rest of
the platforms. The type of media that the
platform promotes is broad and unpredictable
.

4. Instagram• Instagram is the platform where the team displays
the fan experience and their fan’s loyalty. They
convey this message by displaying photos of:
• Fans at the venue
• In game action
• The teams rich history
• Team’s community outreach
• State of the art stadium
• The Intagram platform is one of the strongest in Chivas
arsenal of platforms. It shows the popularity of the
team in the country. This is a great form to display the
loyalty fans and drive the avidity of fans. The captions
contain words like love, pride, united, fight, together,
etc. which allow them to portray the message they are
promoting, the loyalty to the team.

5. Website
• The Chivas official website contains a lot of
information and links to the teams other
platforms that users can utilize. The
specific things that a user can find on the
website are:
• News articles
• Ticket purchases
• Team information and statistics
• History of the franchise
• Links to other platforms
• Promotions
• Stadium information
• The website, even though it seems cluttered and
overwhelming , is the place where the team sets
a call to action. They want fans to:
• Purchase jerseys
• Purchase tickets
• Enter sweepstakes
• Visit their sponsor’s sites
• The website contains excess amounts of
information and links . This can seem a little
overwhelming at times. With so many moving
parts and information a user is bound to find the
content they are looking for, but it can take
some time.

6. Mobile Application
• The mobile app is a good source for news and
purchasing tickets, however, the ticket feature is not
fully functional, making the application crash every
time the ticket feature was refreshed.
• The app was simple to navigate but it did not contain
a settings feature. This does not allow users to
change the language settings. Spanish was the only
option.
• A major feature on the home screen of the
application was fan poll questions which are
incorporated to keep fans engaged while using the
platform. The app is a good way to keep fans
engaged and informed about the team.
• The mobile app is a great way to receive team news
and stay engaged with the team by answering poll
questions. The negative aspects of this platform is
not fully functional and it does not offer language
settings.

7. Team Store Site
• The Chivas team store is a good source to
purchase game day apparel, however, a fan
cannot purchase or create an account within
the team site if they find themselves outside
of Mexico.
• The team store is a website that has its own
site from the team’s main site. It is difficult to
navigate to the team store if a user is not
familiar with their website.
• A convenient feature that the team store has
if a fan is able to buy a jersey, is their ability to
pay for a product with a payment plan. This
makes it convenient for fans to purchase
products with out paying the full price at point
of purchase.
• The team store not only carries team
products, but it also carries various other
Adidas items. This makes the site seem less
authentic and clustered when the team is
pushing to sell two different kinds of products.

8. YouTube Channel
• The teams YouTube Channel is an excellent
source for the behind the scenes perspective
and game recaps. This platform does an
excellent job in organizing playlists for the
fans to make videos easily accessible.
• The content in this platform is unique and
differentiated from the other platforms and
that is what makes this platform positively
unique.
• The message this platform is perceiving is
consistent to the other platform, however it
does it with different non-repetitive media.

9. Digital Marketing Objective: Drive
Avidity and Increase loyalty
With the teams history being so
rich and positive, the team has
had the same marketing objective
since the beginning of their
existence. They only acquire
Mexican born players, which
Mexicans take pride in. Fans of
this team are usually born into a
family which is already a fan of
this team, meaning that
marketers have to keep the
loyalty and increase interest of
these fans. Their marketing
strategy will eventually lead to
increase revenue, more purchase
of apparel, and increase of TV
viewership. They will do this by
implementing their objective in
their marketing platforms.

10. How the Platforms Interact with Each Other
Most of the platforms that were
presented interact with each other.
They all have the same message and a
majority of the time it is the same
content in most of the platforms.
During game day the team posts a
banner with two players, the venue of
the game, and the team they will be
facing that game. The picture gets
distributed to most of the team’s
platforms except for the team store site
and the YouTube channel. Besides the
YouTube Channel an the team store,
the rest of the platforms post a majority
of the same content. The team should
work on publishing a variety of content
they publish in the different platforms.
The more variety they publish in the
different platforms, the more engaged
the fans will become and more page
visits by fans.

11. Improvements
• The Chivas digital marketing efforts fall in the
middle lower tier of the market. Soccer clubs
within Mexico like Santos Laguna and Aguilas del
America contain better features on their platform
that put them ahead of the Chivas.
• The improvements that need to be made to their
platforms are:
– Technology updates on platforms.
– Reducing clutter on their website.
– Making sure their application is fully
functional.
– Reducing the Frequency of their tweets
during game day.
– The availability of their products to
international markets .
• The ultimate goal of he team is to increase avidity
and revenue for the team. If the improvements
that are stated above are made the team will
experience increase in:
– International jersey sales
– International website memberships
– Ticket sales
– Total revenue
– Fan loyalty

12. Platform Letter Grade
Platform Grade
Twitter C+
Facebook A-
Instagram A
Website
C-
Mobile app C
Team Store Site C
YouTube Channel
A
Overall Grade
• Chivas provides very inconsistent quality
across all of their platforms.
• They do a really poor job in updating the
technology across their platforms to be up
to par with the competition.
• The experience I had across the platforms
was not pleasant in most of the platforms.
Some were great and others were
frustrating.
• The message that the team was trying to
get across was consistent and different
through out the platforms. The message
was the same and it was never displayed in
the same way. This keeps fans engaged.
• Overall the team has a lot of work to do in
its marketing platforms in order for the
platforms to reach their full potential. The
more they invest in technology and
features, the better the platforms can be in
the future. For now their lack of technology
earns the team a C+.