The Wembley Tour, Connected by EE

In the Spring of 2015, Nock was invited to pitch for the job of making the Wembley Stadium Tour, sponsored by EE, a far more interactive experience; turning something that largely appealed to football aficionados to a must-see London attraction. Nock committed to creating a tour centred as much around showcasing Wembley’s charismatic tour guides as the Stadium itself, proposing a deeply immersive experience underpinned by cutting edge technologies. Emerging with the winning idea, Nock won the contract and set about the yearlong process of creating the world’s most technologically advanced stadium tour.

Launched in July 2016, the jewel in the crown of the new Wembley Stadium Tour is the SmartGuide. Replacing the old tour pass, the SmartGuide is an EE Harrier smartphone, similarly worn around the neck on a lanyard, hardcoded with an Android app. The multilingual SmartGuide delivers exclusive multimedia content to tour visitors at 8 distinct points along the Tour route in 10 languages, making use of myriad technologies, including 360° video, augmented reality, BLE and NFC.

To retain the individuality of each guide’s delivery of the Tour, they have their own master app running on Samsung Galaxy handsets, which are activated by various beacons placed along the Tour’s route. In a world’s first, the Samsung Galaxy handsets then trigger contextually relevant content on the EE Harriers via Bluetooth Low Energy, enabling the SmartGuide content to be delivered at times of the guides’ choosing. In a few locations, the master app also triggers the playback of additional multimedia via strategically placed speakers and screens. This solution ensures that guides can easily change tour routes to accommodate areas of the Stadium being off limits due to various events and functions throughout the year.

The 20 Samsung Galaxies and 600 EE Harriers in use are all stored and kept tour-ready using 3 bespoke charging carts, allowing each handset to be effortlessly and securely docked and charged when not in use. Given the high value of each SmartGuide, an innovative anti-theft device has also been built into each one, triggered by strategically located beacons, situated at exit points.

Behind the scenes, the SmartGuide app facilitates a host of opt-in data submission from Tour visitors, for which a full backend system was designed and built by Nock in order to securely process, store, report and maintain the resulting database on behalf of The Football Association and in accordance with its strict data protection policies.




EE Wembley Connected Tour


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