Digital Engagement Program for Auburn Basketball
Jungle All-Access Pass
Digital Fan Engagement Strategy | Auburn Basketball
The Jungle All-Access Pass is a digital fan engagement concept built for Auburn Athletics.
The idea is simple: Auburn fans live on their phones. The fan experience should meet them there.
Instead of treating basketball as a game-day event, this strategy reimagines it as a year-round digital ecosystem. The goal was to increase engagement, create new revenue streams, and give corporate partners measurable value inside a mobile-first platform.
At its core, the Jungle All-Access Pass connects students, alumni, and fans directly to Auburn basketball through:
- Personalized content
- Real-time game interaction
- NIL merchandise access with seamless checkout
- Exclusive digital experiences
This wasn’t just about adding features. It was about building a system.
What the Strategy Focused On
- Driving engagement beyond game day
- Creating new revenue through sponsorship and NIL commerce
- Developing premium digital inventory for brand partners
- Using fan behavior data to guide smarter marketing decisions
Two primary audiences shaped the experience:
Students who want access, status, and a competitive edge on game day.
Alumni and fans who want connection and exclusivity, no matter where they live.
Platform Features Included
- Mobile ticketing and rewards integration
- Apple Pay checkout for NIL merchandise
- Apple Watch game alerts
- Personalized push notifications
- In-app sponsor activations
- Data-driven customer journey mapping
Fan interaction wasn’t treated as vanity metrics. Every touchpoint tied back to measurable outcomes — attendance, purchases, retention, and long-term loyalty.
Corporate Partnership Model
A foundational tech partnership concept positioned Apple as the primary ecosystem sponsor. Sponsorship value was structured around guaranteed impressions, engagement frequency, and category exclusivity inside the platform.
The program would be evaluated using:
- Daily Active Users (DAU)
- Retention rates
- Conversion metrics
- Average revenue per user
- Sponsor ROI
The Jungle All-Access Pass reflects how modern athletic departments can shift from event-based marketing to continuous digital engagement.
In today’s environment, attention is the asset.
This project demonstrates my ability to connect fan behavior, technology, NIL commerce, and sponsorship into one integrated strategy built for sustainable growth.
Jonathan Matlock 
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