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.
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Live events: From fan-contributed content to behavioural intelligence
Using Foals' sold-out Alexandra Palace shows as a lens, we explore how fan-contributed content from live music events can be activated to capture first-party behavioural intelligence.
On 21 June 2019, Foals played the first of two sold-out shows at London's Alexandra Palace, appearing to a 10,000-strong crowd touring the release of their fifth album, "Everything Not Saved Will Be Lost — Part 1".
Foals continued their reign as one of the UK's most beloved bands, and one with a live reputation that precedes them — Ally Pally was, of course, no exception (DIY Magazine; Clash).
But don't take our word for it - take a look for yourself:
Activating fan-contributed content to capture real audience behaviour
We've all been there, witnessing moments in live music that we feel compelled to capture and share.
But these snapshots are valuable. They create a stream of fan-contributed content, which provides a signal of what resonates most strongly among music buffs.
When activated effectively, this content becomes a powerful source of first-party behavioural intelligence, revealing what audiences choose to engage with and explore further — or ignore entirely.
A measurable window into live experience
Live music is one of the most visceral and memorable forms of engagement.
For those not present (or reliving the moment after the show) fan-contributed content provides a window not just into the experience itself, but into how audiences behave when emotion and attention are at their peak.
A single video might capture a highlight from the crowd, but its real value lies in what happens next.
Examples include how long people watch, what they interact with, and whether they choose to take further action — e.g., booking tickets for the next show.
Unfiltered behaviour, not polished performance
Fan-contributed content offers an unfiltered, first-person perspective, not only because it is more "authentic," but because it reflects how audiences naturally respond in real environments.
With a view from the crowd, it feels as though you're there yourself. And more than professional content, it allows the viewer to relate to and connect with the creator: "This is what the experience was like — see it from my perspective".
That lack of polish is valuable because it produces behavioural signals that are closer to reality. Audiences accept and engage with these imperfections because they mirror real experience, creating interaction patterns that reveal genuine interest rather than passive consumption.
An opportunity to understand what actually resonates
With a camera in every phone and a phone in every pocket, audiences continuously generate content that reflects what captures attention in the moment.
But the opportunity for brands isn't to collect more content, it's to understand how audiences interact with it.
Now more than ever, we're viewing experiences quite literally through the lens of others. Increasingly, experiences are discovered, revisited and evaluated through audience-shared moments, creating a measurable behavioural layer.
So what does this mean for brands?
Experience and emotion matter, of course, but what brands really need is clarity. Clarity on which moments capture attention, which formats sustain engagement, and which interactions influence what audiences do next.
Fan-contributed content is valuable to brands, rights holders and publishers, but less so in isolation.
Its value emerges when content is activated in consistent, portable branded formats that allow behaviour to be measured and compared over time.
Connecting content, behaviour and outcomes
By embedding fan-contributed content into branded formats — such as can be achieved with Amondo's Galleries — brands can observe how audiences respond in context, capturing first-party interaction data.
This behavioural insight connects content exposure to meaningful actions, giving brands clarity on what works, why it works, and what to amplify next.
If you're curious to see how this works in practise, check out our case studies here.
How Watford FC engaged fans to create and share content for their FA Cup Hub with Amondo
Here's how Watford FC curated fan-generated content into an FA Cup Hub during their historic cup run, tripling session length and turning matchday excitement into measurable digital engagement.
Premier League football club Watford FC made it through to the final round of this year's FA Cup, battling it out against Manchester City in a historic match at Wembley Stadium on 18th May 2019.
To bring supporters closer to one of the club's biggest moments in recent years, Watford FC wanted to showcase the fan experience across its digital channels.
The challenge
For football fans, attending a live match is an unforgettable experience. The roar of the crowd, the excitement of the game, and the shared passion of supporters make every match day special.
Capturing this energy and emotion online is a challenge, but when done well, it allows fans everywhere to relive the thrill and feel connected to Watford FC, whether in the stadium or at home.
Watford FC could rely on its fans to capture their experiences, but it was searching for a way to bring all of this fan content together under one roof, ensuring every supporter's voice could be seen and celebrated.
The solution
The sights and sounds of Wembley were showcased through a combination of fan-curated content, alongside carefully integrated branded and sponsored material.
Through Amondo's managed service, the best content from each of these streams was curated into an "FA Cup Hub" Gallery, which was embedded on the Watford FC website, as well as shared through social media channels. Watford fans could relive the experience by scrolling through a feed of highlights and interacting with tiles for a closer look.
By encouraging fans to participate through social media channels, the Gallery brought supporters together around Watford's FA Cup run, encouraging content creation while seamlessly incorporating brand partners into the live experience.
The results
Despite losing heavily to Man City, fans displayed an unwavering, fierce pride in their team, refusing to let the defeat crush their spirits or those of the players.
The Gallery was a tribute to this loyalty, capturing the support of Watford's fans in one of the biggest matches in the club's history.
The FA Cup Hub Gallery boosted session length and interaction rate on the Watford FC website. They saw a three times increase in page session length, a 9% brand content interaction rate, and an average of 3.6 content clicks per view.
It's a great example of how to marry digital content with live events. Football is an emotional sport that attracts diehard fans like nothing else, and it's essential to maintain fan loyalty throughout the ups and downs of a team's journey.
Driving fan engagement online strengthens the connection between the club and supporters, while also creating meaningful opportunities for brand partners.
What can we learn from the FA Cup Hub campaign?
A few takeaways to apply to your own experiential marketing campaigns: