Context
How can football history become an engaging experience, inside and beyond the museum?
GMR Marketing was responsible for defining the FIFA World Football Museum’s digital strategy, connecting on-site visitor experiences with digital platforms and a global audience. The work led to a mobile app combining wayfinding, audio guides, proximity-triggered content and augmented reality.
A visitor-centred digital strategy
The project began with international benchmarking of leading museums and sports institutions to identify best practices and opportunities for innovation. This research informed a customer-centric framework that connected audience expectations with the museum’s broader objectives. The strategy explored how digital experiences could enhance the visitor journey before, during and after a museum visit, connecting physical exhibitions, historical content and digital platforms. It addressed two complementary audiences: visitors inside the museum and football fans around the world. Technology was approached not as an end in itself, but as a way to improve experiences, deepen engagement and generate business value.
02From strategy to delivery: a flagship visitor app
A key outcome of the digital strategy was the development of a flagship mobile application, designed as an integral part of the FIFA World Football Museum experience. The app combined wayfinding, audio guidance, proximity-triggered content and augmented reality to bring World Cup history to life throughout the museum. By connecting exhibition content with physical locations, the application provided visitors with contextual information and interactive experiences throughout their journey. Delivery required specialist expertise across user experience, mobile development and interactive technologies. Managed end-to-end and delivered in collaboration with specialist partners, the project brought together strategic direction, technical development and multidisciplinary coordination. The resulting application became a core pillar of the visitor experience, demonstrating how a customer-centred digital strategy can translate into a tangible product that connects physical environments with wider business objectives.
