How Amondo turned live fan interaction into measurable behavioural intelligence at Capital’s Jingle Bell Ball 2024
At Capital’s Jingle Bell Ball 2024, Global and Barclaycard set out to do more than create a moment – they wanted to activate fans in a way that made behaviour visible, measurable and actionable.
Attendees were invited to interact through live, interactive branded content experiences displayed on the on-stage screens at The O2 in London.
What could have remained a passive social interaction was transformed into a live, in-stadium experience, bringing fan content together and making attendees feel part of the moment by allowing them to see themselves on stage.
At the same time, Barclaycard became a natural part of the fan experience, with branding built into the activity so the focus stayed on fan participation while generating useful first-party data for future marketing.
The partnership was built around three clear pillars: activating audiences through interactive formats, capturing real behaviour, and being able to connect that behaviour to outcomes.
Using Amondo’s content intelligence platform, real-time interaction behaviour was captured at scale — creating clear behavioural signals that showed what resonated with fans.
A long-standing partnership with live music
One of the UK’s biggest live music events, Capital’s Jingle Bell Ball — organised by Global – brings together global artists and thousands of fans around a shared cultural moment.
As headline sponsor since 2020, Barclaycard has played a central role in enhancing the fan experience, from pre-sale ticket access to VIP benefits.
With a newly extended five-year partnership with Global, Barclaycard sought to go further — moving from presence to participation and from visibility to behavioural insight.
Amondo’s content intelligence platform became central to that shift, enabling Barclaycard to activate fan interaction, capture how audiences actually behaved, and turn those signals into clarity on what worked – not just at Jingle Bell Ball 2024, but for future events to come.
Designing a real-time interaction layer for live audiences
With thousands of fans interacting live from The O2, Global and Barclaycard required a solution that could capture, structure and surface real-time audience behaviour.
Rather than relying on time-consuming manual processes, they needed a fast, dynamic platform that could:
- Capture audience interaction across multiple entry points
- Ensure brand-safe, moderated content appears on-screen instantly
- Integrate Barclaycard branding natively within interaction formats
- Deliver a high-energy, interactive experience that makes fans active participants and feel part of the experience
Amondo provided a fully integrated interaction layer that transformed distributed fan attention into a live, on-stage experience.
Fans were invited to submit photos and videos of themselves enjoying the concert, which were then brought on stage in real time, placing the audience at the heart of the show rather than around it.
Turning live audience interaction into measurable behaviour
Amondo’s content intelligence platform pulled fan interactions – such as photos and videos – into one place through QR codes and easy-to-use web forms, to create a measurable, interactive experience:
- Unifying interaction - Amondo brought fan contributions together by letting attendees upload photos and videos directly using a QR code and a simple web form, making it easy for everyone to take part.
- Custom-designed on-stage screen solution - A tailor-made digital display experience, featuring a dynamic, visually engaging layout that brought fan content to life.
- Real-time moderation - A collaborative moderation process between Amondo, Global, and Barclaycard ensured that only high-quality, brand-safe content was featured on the audience engagement surface.
- Sponsorship value and brand exposure - Capital, Barclaycard, and Disney branding were woven naturally into the display, reinforcing the sponsorship while keeping fan content front and centre.
A scalable, intelligence-led live deployment
Amondo’s solution was deployed in a phased approach to ensure coordinated execution on the night:
- Pre-event setup & testing - Amondo worked with Global and Barclaycard to design and test the event engagement interface, ensuring smooth integration of branded assets and a smooth workflow for real-time content moderation.
- Live aggregation & moderation - As fans shared content on social media and via the Submission Tile, Amondo’s platform automatically pulled that content in, while the moderation team (Amondo, Global, and Barclaycard) made sure only the best content made it onto the screens.
- In-venue fan engagement via QR code uploads - To maximise participation, fans could submit photos and videos via a QR code, making it easy for those who weren’t posting on social media to take part.
- Dynamic on-stage content display - Throughout the night, curated fan content was displayed on The O2’s massive stage screens, creating a high-energy, immersive experience that put the audience at the centre of the show while making sure Barclaycard’s sponsorship remained visible in a natural, engaging way.
Delivering real-time behavioural insight at scale
The Amondo Gallery created a highly engaging fan experience while giving Global and Barclaycard clear insight into how fans interacted during the concert.
- Hundreds of real-time photos and videos from attendees were captured and surfaced on stage, turning audience participation into an integral part of the show.
- Seamless brand integration ensured Barclaycard’s assets were embedded within the experience without feeling intrusive.
- An enhanced fan journey created an exciting, interactive moment that fans actively engaged with.
- Amondo gave Global and Barclaycard first-party behavioural insight into what resonated and what to scale going forward.
- The experience was a scalable solution that Global and Barclaycard will continue using at future events to enhance live audience participation.
Looking ahead: expanding real-time fan engagement and understanding data
Following the success of Capital’s Jingle Bell Ball 2024, Global and Barclaycard will continue to use Amondo's content intelligence platform across future events to activate live audiences, power sponsorship engagement, and capture first-party behavioural data that goes beyond what third-party platforms and social media expose.
For brands delivering live events, Amondo provides a scalable content intelligence layer that transforms live audience interaction into measurable behavioural insight.
See how other brands are bringing this to life with Amondo.
Related Stories
Sports brands & rights holders: 5 ways fan interaction powers the non-matchday experience
This article outlines five principles sports brands can use to activate fans between fixtures and capture real behavioural signals beyond matchday.
One of the biggest challenges for sports brands is the time between matchdays. Attention lapses, momentum declines, and performance becomes harder to uphold.
But non-matchdays aren’t a gap, they’re a unique opportunity.
When activated well, this period allows rights holders to drive meaningful fan actions such as signing up for memberships, purchasing merchandise, downloading apps, or planning future match attendance.
These moments reveal how fans actually behave, not just what they view or like.
By designing interactions around non-matchday moments — from membership sign-ups to buying merch — sports brands can uncover real signals of intent and preference, rather than relying on surface-level metrics.
So how do sports brands activate audiences between matchdays and turn behaviour into desirable intelligence?
We’ve identified five principles sports marketers should apply when designing content campaigns outside of matchdays to gain more insight into their fan base and drive commercial impact.
Tip 1: Design video to capture fan behaviour, not just fill inventory
Between matchdays, video is one of the most effective ways to keep fans engaged.
According to HubSpot’s 2024 video marketing data, short-form video is the most used format and delivers the highest ROI among marketers, with 83% reporting its effectiveness.
Short, bite-sized videos – such as fan-generated content, match clips, analysis, or behind-the-scenes footage – help extend the match narrative, fit naturally into modern attention spans and maintain momentum when there’s no live action.
Unlike static content, video demands time and attention. How long fans watch, what they skip, or whether they explore further are strong signals of interest that are far more meaningful than a like or impression.
The challenge is that this behaviour often lives on third-party platforms. This means that when a video is shared only on social media, most engagement insight remains inaccessible.
Putting video on your own website or app makes all the difference.
It lets you see how fans actually interact with content, so you can track and measure deep engagement, learning what drives fans to act, not just what they watched.
Takeaways
- Video keeps fans engaged between matchdays and creates clearer signals of interest than static content
- The real value of video lies in how fans engage with it, from what they watch, finish, and act on — not just who created it
- Hosting video on owned channels and websites helps brands see what drives actions like ticket sales, merch, and sign-ups
Tip 2: Encourage fans to contribute to unlock better insight
Wyng (formerly Offerpop) found that while more than half of consumers are willing to interact with brand campaigns, only 16% of brands successfully turn that participation into first-party behavioural insight they can act on.
The opportunity isn’t just to spark interaction, but to invite fans to actively contribute beyond matchday.
Sports rightsholders have some of the most loyal fan bases, and they want to stay involved between fixtures, sharing opinions, creativity and personal moments that reflect their connection to the club or brand.
By inviting fans to submit content, opinions or experiences, rightsholders move beyond surface engagement.
Every submission becomes a source of first-party data, revealing who fans are, what motivates them, which players or themes resonate most, and how different audiences behave outside of matchday peaks.
The result is non-matchday campaigns that feel more genuine and community-led because they feature real fan voices.
At the same time, rightsholders gain a clear view of how audience behaviour and what drives them, helping to shape content and partner value without increasing output.
For their “Run Your Way” campaign, New Balance used Amondo’s social gallery and Submission Tile to give runners a simple way to take part.
Participants shared photos and videos of their runs via race hashtags or by uploading content, which surfaced in a branded wall on the event site.
This allowed New Balance to see which moments people chose to share and how community content performed compared to brand content, all based on real behavioural data, not surface metrics.
Takeaways
- Fan participation drives intelligence, not just engagement
- Brands can create more value without creating more content
- This approach helps you to prioritise content decisions and partner activations based on behaviour, not guesswork
Tip 3: Create controlled content variation to generate behavioural insight
FC Nordsjælland used a deliberately different content perspective to observe how fans responded to a new format, topic and style compared to what they were used to for official club media.
In 2018, the club handed a GoPro camera to their intern, a 14-year-old fan. He interviewed players, including asking the club’s star striker why he wasn’t scoring goals…
By introducing a fan-led viewpoint inside controlled, branded formats, the club was able to compare behavioural responses – such as completion rates, replay behaviour and interaction patterns – against more traditional training and behind-the-scenes content.
This contrast helped reveal which types of storytelling drove deeper engagement from fans and sustained attention outside matchdays.
The value wasn’t the identity of the person holding the camera. It was the behavioural variation the format introduced, and the insight it generated into what non-matchday content actually resonates and holds attention.
Takeaways
- Fan submissions add authenticity and community value, but the real advantage comes from experimenting with formats and observing behaviour to see what actually works
- Varying content formats and access help rightsholders identify what drives non-matchday performance
Tip 4: Turn repeat fan behaviour into compounding intelligence
Non-matchdays aren’t only valuable because they create more content – they’re valuable because they create repeatable behavioural signals.
Using the same interactive formats over time encourages fans to return, making it easier to see clear patterns in behaviour; from content structures that drive deeper engagement andwhich access points prompt repeat interaction to which signals connect to downstream outcomes.
Over time, this behavioural data compounds.
Each activation adds context to the last, allowing brands to move from isolated performance snapshots to a clear understanding of what consistently works – and what to stop doing by proven behavioural drivers.
Takeaways
- Repeatable activation creates behavioural data that compounds over time
- Comparing signals across non-matchdays reveals what to scale, adapt or stop
- Intelligence grows by reapplying learning, not recycling content
Tip 5: Activate audience content through measurable interaction formats
During the Tokyo 2020 Olympics and the coronavirus pandemic, Team GB faced a clear challenge: fan support was remote, fragmented and largely invisible beyond surface engagement metrics.
Using Amondo, Team GB brought together fan-generated content, athlete stories and branded partner content into a series of Amondo Galleries designed for engagement, participation and activation.
Amondo’s Submission Tile invited fans and athletes to share photos and videos with messages of support, creating a continuous stream of authentic content throughout the Games.
At the same time, embedded Click-Through Tiles turned attention into action, converting passive viewing into measurable interaction.
App and newsletter sign-up CTAs were placed at moments of high emotional connection, enabling Team GB to grow its owned audience and capture first-party behavioural data. This gave the team a clearer understanding of who its fans were, how they engaged with Olympic content, and how to continue those relationships beyond the Games.
The result wasn’t just visibility – it was behavioural intelligence. A repeatable model for understanding and activating fan support when attention is distributed, and physical presence isn’t possible.
Takeaways
- Participation becomes intelligence
- Interactive formats convert attention into measurable action, capturing behaviour that social platforms don’t expose
- Behavioural insight enables long-term value, helping brands grow owned audiences and deepen engagement – even when physical presence isn’t possible
In summary
Non-matchdays are valuable because they allow sports brands to both publish more content and also create a repeatable opportunity to capture fan behaviour.
When fans interact with content through structured, portable formats, sports brands and rightsholders gain first-party behavioural insight into what holds attention, signals intent and drives outcomes between matchdays.
That insight compounds over time, replacing guesswork with clarity on what to prioritise, scale or retire.
The advantage isn’t fan-created content or curated feeds. It’s the ability to observe real behaviour, compare performance across formats and apply learning consistently as the season unfolds.
You can explore more examples in our case studies here.
Getty Images and Amondo partner to transform licensed visual content into actionable fan insight
This post announces Amondo’s partnership with Getty Images, showing how licensed visual content is activated to capture first-party fan behaviour and performance insight.
Content intelligence platform Amondo has partnered with Getty Images to give sports, media, and entertainment organisations a new way to display and activate licensed visual content. These experiences capture first-party fan behaviour and performance insight that other platforms don’t provide.
Getty Images is a preeminent global visual content creator and marketplace that offers a comprehensive range of content solutions to meet the needs of customers worldwide, regardless of their size.
Through its Getty Images, iStock, and Unsplash brands, websites, and APIs, Getty Images provides premium, licensed visual content that powers storytelling at a global scale. This content can now be discovered and activated inside Amondo’s platform.
Working with clients including Chelsea FC, Universal Music, Formula E, the International Cricket Council, and Live Nation, Amondo ingests brand, creator, and fan content and transforms it into portable branded formats across web, mobile, partner sites, in-venue screens, and OOH.
These formats capture first-party behaviours such as taps, swipes, depth, hesitation, dwell and QR journeys.
This behaviour connects to downstream commercial outcomes like traffic, sign-ups, purchases, ticket sales or conversions - creating an intelligence layer that reveals what content actually drives performance and why.
This means visual content is no longer just displayed; it becomes measurable, comparable, and optimisable based on how fans actually interact with it.
The integration allows organisations to connect their Getty Images account within the Amondo dashboard to add visual content from Getty Images to their Amondo Galleries.
"We’re delighted to announce our partnership and integration with Getty Images, enabling Getty’s visual content to be activated directly within Amondo. Many of our clients already use Getty Images, and this integration allows that content to be deployed in Amondo’s portable branded formats while capturing first-party behavioural insight into how audiences actually engage. The result is clearer intelligence on what resonates, how content performs, and what to scale next, moving clients from distribution to understanding what works and why.”
Charlie Bucker, Founder, Amondo
"Enabling our clients to work smarter and faster to showcase visual content that engages audiences across the globe is at the heart of our strategy. This is especially important during event-driven coverage, where Getty Images is relied upon as a core component of fan interaction. Our exciting partnership with Amondo streamlines the creation process through a native experience with content at customers' fingertips.”
Benjamin Beavan, Global Director Strategic Development, Getty Images
One of the first organisations to make use of the new integration is the British Olympic Association and Team GB around the recent 2022 Winter Olympics in Beijing.
Team GB was able to access and display licensed visual content from Getty Images within daily Imprints showcased via the teamgb.com, official Team GB app and social media.
"The Getty Images integration with Amondo has allowed us to feature the high-quality and impactful photos that Getty Images is renowned for within our Amondo Gallery feeds — and in a fraction of the time it would take to do manually. We’re proud to have worked with Amondo in bringing the passionate support of Team GB fans into one central location, making it easy for athletes and supporters alike to feel the momentum behind the team from back home.”
Nicol McClelland, Head Of Marketing, British Olympic Association