The Football League Awards 2014 - Please click here for live blog and video
Derby County have won the PERFORM Best Digital Content and Audience Growth Award at The Football League Awards 2014.
Matt Reeder, Multimedia Manager at the club, received the award at the gala ceremony at The Brewery, London, on Sunday evening in front of over 600 guests from clubs, sponsors and the football industry.
This year a total of 36 clubs were shortlisted for 17 awards and Derby beat competition from AFC Bournemouth, Oxford United, Queens Park Rangers and Coventry City to claim the PERFORM Best Digital Content and Audience Growth Award.
Following the return of manager Steve McClaren to the club, Derby employed a strategy to encourage fans to back the new management team entitled Return of the Mac, which was delivered through various different mediums. The club increased the number of unique visitors per month to dcfc.co.uk to over 200,000 and improved social conversion rates to nearly 25%.
On winning the award, Reeder said: "I think the opportunity was there with the change of manager. We have worked tirelessly for years since winning it last time [in 2010] and there are a whole host of people behind the scenes who work on all of the media operations.
"We saw the opportunity with Steve's appointment to re-engage with the fans and built the Return of the Mac strapline which came from Faye Nixon in our marketing department.
"We worked on the whole concept and also looked at how we could re-engage with our fans across all platforms - RamsPlayer, the website, Twitter, YouTube.
"Before Return of the Mac we looked at how we could drive that exclusivity we could offer with the new manager and took ownership of that which meant we were the first place fans came to."
When assessing the category, judges looked for clubs that could best demonstrate results they achieved during 2013 in developing content to grow audience to their websites and channels.
Shaun Harvey, Chief Executive of The Football League, said: "The Football League Awards 2014 has given us the opportunity to reward outstanding achievement, both on and off the pitch, by Football League clubs.
"Every one of tonight's winners is a worthy recipient of their award and all the other nominees have helped set an exceptional standard this year.
"It has been a tremendous celebration of life in The Football League."
The Awards were streamed live on The Football League's official YouTube and Facebook pages, as well as official club websites and YouTube channels for the first time ever.
To find out more about The Football League Awards, and for a full list of Award categories, please visit www.FLAwards.com.