Reimagine the Game
— Siemens × FC Bayern Munich
An award-winning interactive data experience at the intersection of sport and technology
Siemens and FC Bayern Munich partnered to explore what fan energy looks like as data — and what it can tell you about a football match. The result was an interactive documentary analysing five Bundesliga matches at the Allianz Arena. Built with Signal Noise for The Economist Group. Winner of a Kantar Information is Beautiful Award.
Role: Design lead
Agency: Signal Noise
Year: 2018
The question
The experience had to do two things at once: tell a compelling story for a general audience curious about football and data, and demonstrate Siemens' positioning in the analytics and IoT space in a way that felt integral, not bolted on.
The technology
Precision audio detection technology mapped crowd noise across the Allianz Arena in three dimensions. That data was then correlated with match events to surface patterns invisible to conventional analysis — the moments where fan response and on-pitch performance diverged, aligned, or told contradictory stories.
“The big data revolution is reshaping the world – and transforming football. Tracking and exploring datasets has changed how we measure player performance: every movement, pass, run is analysed to gain the slightest of advantages.”
“When you think about it, with a football game you can only tell the story with the final score, but we thought there must be a different way to tell the story of the game with data.”
Johanna Prestele, Campaigns Communications Manager at Siemens
Case study
A video by Siemens
Awards
6 months later
The experience was extended.
The game selector was replaced with an interactive data summary of all five matches — a deeper analysis of fan energy trends and their relationship to possession, player movement, goals, and the moments where the stadium and social media reacted entirely differently.
Digging into the data
What insights are revealed through fan energy that would be otherwise invisible?
How do the matches compare, and are there overall trends?
Does the fan energy correlate with team possession, player field position, crosses, goals, misses?
Can we get any secondary insights, like the most controversial moment, the loudest support or even the time when the stadium and social media reacted in the most different ways?
