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The OM app was designed around a different question — what does a fan actually want in their hand during a match, and what keeps them coming back on a Tuesday afternoon in February ?\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"start\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The answer was a gamification and animation layer built around real-time interaction : live predictions, polls, exclusive video drops. Mechanics that reward attention and create a reason to open the app beyond checking the fixture list. 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They have believers. \",\"type\":\"text\",\"version\":1},{\"type\":\"linebreak\",\"version\":1},{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"People whose emotional investment in a club runs deeper than any product loyalty a brand could dream of building. That's an extraordinary asset — and one that most clubs consistently underuse.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"start\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":1,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"Olympique de Marseille had one of the most passionate fan bases in Europe. A history. An identity. A word that means something beyond sport. 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It's conceptual.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"start\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"For decades, a football club's relationship with its fans was episodic — built around fixtures, punctuated by seasons. Digital made a different model possible : a continuous relationship, fed by content, interaction and personalisation, that keeps the emotional connection alive between games.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"start\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The new OM platform was designed around this logic. The site reorganised the club's entire commercial offer — Vivre l'OM, OM Hospitalités, OM Tour, OM Events — into coherent journeys built around what different fans actually come looking for. The OM Prime loyalty programme added a layer of exclusivity : early ticket access, behind-the-scenes content, benefits that made being a member feel like it meant something.\",\"type\":\"text\",\"version\":1}],\"direction\":\"ltr\",\"format\":\"start\",\"indent\":0,\"type\":\"paragraph\",\"version\":1,\"textFormat\":0,\"textStyle\":\"\"},{\"children\":[{\"detail\":0,\"format\":0,\"mode\":\"normal\",\"style\":\"\",\"text\":\"The omnichannel ambition went further. 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