Collingwood Football Club and Sportsbet CheckinLine case study
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The document outlines a case study on the Checkinline campaign run by Collingwood FC and Sportsbet, which aimed to enhance fan engagement through a competition that encouraged check-ins. This method generated valuable insights into fan behavior and preferences while contributing to significant brand interaction and additional revenue streams. Key findings indicated that younger fans were particularly engaged, leading to a valuable database for targeted marketing strategies.
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Collingwood Football Club and Sportsbet CheckinLine case study
- 1. Case Study: Collingwood FC & Sportsbet Fan Engagement; Insight; New Revenue Streams November, 2012
- 2. What is CheckinLine? CheckinLine leverages and commercializes the passion in a sports brand. It does this by virtually camping out for fans who want access to a popular item (like a giveaway or money cant buy) and then granting access to the most passionate, by way of a daily check-in. These check-ins create deep interactions between a brand and its fans; an opportunity to tap into their thoughts, preferences and opinions. CheckinLine creates an average of over 5 minutes engagement per day with passionate fans! 2
- 3. + = Incentive CheckinLine Engagement & Insight 3
- 4. Background Largest sports property in One of the largest sports betting Australia agencies in Australia 21 major sponsors $1.6B turnover 70,000 full or part season ticket holders 300,000 Facebook fans 55,000 average crowds per game 8,000 Twitter followers 214,000 Facebook fans Major Sponsor of Collingwood FC CheckinLine Campaign Objective: CheckinLine Campaign Objective: Generate additional revenue streams Tune into Collingwood FC fans betting by enabling deeper interaction behaviors to generate insight and between sponsor and fan. direct sales. 4
- 5. Method 1 Create a money cant 2 Promote via social media 3 Run the CheckinLine 4 Research, segmentation buy competition & insights experience In order to attract The competition Check-ins took Each check-in was a greater number was promoted for place over 3 days. used to gather of fans a rare, only 2 days via The enticing information shareable and CFC and incentive interesting to appealing Sportsbet increased Sportsbet online incentive was Facebook pages. engagement and and mobile created. motivation. betting behaviors. Incentive: Result: Results: Outcome: WIN a photo 901 Fan 66% engaged Valuable insights on the MCG Registrations 7.02 mins avg on phone betting prior to a time engaged per behavior check-in (per game (x10) user) 5
- 6. Campaign Outcomes & Insights 23% aged 18-29 (62% of those are men) 35% aged 30-39 (66% of those are men) 28% aged 40-50 (56% of those are men) Basic Demographics for segmentation purposes Individual opinions were also washed back to CFCs database Demographic cross-section was almost identical to that of Collingwood FCs own database 6
- 7. Campaign Outcomes & Insights Which fans were the most passionate? Check-in accuracy (closest to checking-in on time) is a simple way of measuring passion, motivation and commitment 7
- 8. Campaign Outcomes & Insights Who bets over the mobile phone? Those who use their phone for functional tasks are significantly more likely to bet over the mobile phone. Those who use their phone for recreational tasks are significantly less likely to bet over the mobile phone CheckinLine undertook an exploratory predictive methodology known as logistic regression (using stepwise algorithm) 8
- 9. Leverage the social graph CheckinLine runs as a simple Facebook competition application (with the ability to also run simultaneously via client websites) Leverage existing fans and recruit new ones 9
- 10. Fuel Passion 10
- 11. Drive passion 11
- 12. Generate deep interactions simultaneous one-on-one conversations 12
- 13. Merge Social with CRM Profiles Incentive CRM Insight Leads Segmentation 13
- 14. Key Outcomes Collingwood FC are intending to include CheckinLine competitions as part of 2013 sponsorship packages Sportsbet gained: over 7 minutes brand interaction per day with passionate CFC fans a valuable database of real prospects that resulted in immediate additional sales by way of targeted offers post campaign key insight that directly influenced Sportsbets current advertising strategy Sportsbet commissioned CheckinLines specially designed Facebook Value Study as part of a December campaign 14