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Octagon & Hawthorn FC Case Study - CheckinLine

CheckinLine
CheckinLine

A case study overview of the Octagon and Hawthorn FC CheckinLine campaign, run in July 2013. Demonstrates how CheckinLine can engage, profile and monetize social media fans for Sports Teams and their Sponsors.

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Octagon/Hawthorn FC Case Study engagement stats; social; insights
Incentive Segmentation Leads Insight Pro鍖les $$ How did we create thousands of detailed, quali鍖ed fan pro鍖les from one simple CheckinLine competition? CheckinLine worked with Octagon to pro鍖le fans according to their Australian Football League fan archetype.
3 What is CheckinLine?
Camping out for tickets online CheckinLine allows a promoter, brand or sports team to speak with everyone in line, as they line up.!
5 CheckinLine is a unique way to engage fans and prioritize demand. Fans virtually camp out for access to popular items (such as a pre-sale, major on-sale or money cant buy experience) Daily check-ins grant access to the dedicated fans Deep interactions with fans creates an opportunity to tap into their thoughts, preferences and opinions. CheckinLine creates one-on-one conversations with every customer in line.
6 Incentive CheckinLine Engagement & Insight + =
7 Case Study monetize Social Media fan base Octagon & Hawthorn Football Club, July 2013: - Promote CheckinLine competition on HFCs Facebook and Twitter - Offered money cant buy, souvenir posters & merchandise vouchers as incentives - Ran a 6 day CheckinLine campaign to generate fan data, using Octagon Passion Drivers as a segmentation tool on day 1 GOAL: Engage & pro鍖le social media followers and then monetize engagement via sponsor activations.
8 Results...
9 1527 fans opted-in 69% of users engaged (1,054 fans pro鍖led by archetype) Average 2.76 check-ins completed per engaged user 4:43 average visit duration time (2:22 on check- in page) 70,451 page views 14% completed all 6 check- ins - A gami鍖ed environment - Self-motivated users - High levels of engagement
10 Once users engaged beyond the 鍖rst day, they were most likely to complete all 6 check-ins (NB: only 51 prizes were on o鍖er to 1527 fans) 515 94 82 66 88 209 0 100 200 300 400 500 600 1 check-足in 2 check-足ins 3 check-足ins 4 check-足ins 5 check-足ins 6 Check-足ins
11 Brand exposure: High levels of engagement per visit. - 6,686 unique visitors during campaign - 5.36 pages per visit - Median visit duration of 60-180 seconds
12 Nearly 2/3rds of all check-ins were completed on a mobile device - Average visit duration was almost identical - CheckinLines user interface is optimized for mobile
13 What the data uncovered CheckinLine and Octagon: generating Team and Sponsor ROI
14 1051 Hawks fans were pro鍖led according to their Octagon AFL Archetype Each archetype gives us insight into: - How each fan interacts with the game of AFL - Media preferences - Community involvement - Social interaction - What drives their passion for the game - Their overriding values - Demographics
28% 27% 27% 18% Top 3 Passion Drivers: 1. Team Devotion 2. TV Preference 3. Love of the Game Old Guard September Partiers Top 3 Passion Drivers: 1. Sense of Belonging 2. Team Devotion 3. TV Preference Top 3 Passion Drivers: 1. All Consuming 2. Team Devotion 3. Talk & Socializing Grand Finalists Competitors Top 3 Passion Drivers: 1. Gloating 2. Team Devotion 3. TV Preference The AFL fan base is easily the most homogeneous group of fans of all the football codes in Australia the 4 different fan typologies that emerged from the Octagon cluster analysis were only subtly different: ≒September Partiers for these avid footy fans the AFL is a great excuse for a social gathering ≒Grand Finalists the most passionate AFL fans they are full on when it comes to consuming AFL ≒Old Guard another set of avid footie fans these fans love to watch no matter who is playing ≒Competitors these may not be the most passionate of the avid fans, but may be the most competitive
WHERE DO HAWKS FANS SIT? 31.0% 48.6% 19.2% 1.3% Top 3 Passion Drivers: 1. Team Devotion 2. TV Preference 3. Love of the Game Old Guard September Partiers Top 3 Passion Drivers: 1. Sense of Belonging 2. Team Devotion 3. TV Preference Top 3 Passion Drivers: 1. All Consuming 2. Team Devotion 3. Talk & Socializing Grand Finalists Competitors Top 3 Passion Drivers: 1. Gloating 2. Team Devotion 3. TV Preference The Hawk Fan base has quite an interesting composition compared to the overall AFL Fan tribes uncovered in 2005 ≒September Partiers Slightly larger proportion segment than overall AFL fan ≒Grand Finalists Just under half of Hawks fans fall into this segment. A massive increase on overall AFL fans ≒Old Guard Another signi鍖cant fall in size of this segment amongst the Hawks supporters ≒Competitors Most interestingly, Hawks fans are least likely to fall within this segment with a tiny portion represented
17 Fan Pro鍖ling & Lead Generation Fan archetypes Team & Sponsor ROI CheckinLines fan pro鍖ling methods, segmented with Octagons Passion DriversTM predictor questions, generates valuable fan marketing opportunities (for Team and Sponsor) and a greater ROI.
18 Recommendations ≒ Sponsored campaigns will not only drive new revenue for the club and sponsor, but also attract a broader array of Hawks fans from social media ≒ Applying insights generated from each CheckinLine campaign will better de鍖ne the sponsor marketing plan and increase sponsorship ROI.
19 Sports teams around the world are trying to unlock the revenue potential from their social media following. Hawthorn FC just discovered new social media revenue streams using CheckinLine.
ben@checkinline.com | 0417 323 809

More Related Content

Octagon & Hawthorn FC Case Study - CheckinLine

  • 1. Octagon/Hawthorn FC Case Study engagement stats; social; insights
  • 2. Incentive Segmentation Leads Insight Pro鍖les $$ How did we create thousands of detailed, quali鍖ed fan pro鍖les from one simple CheckinLine competition? CheckinLine worked with Octagon to pro鍖le fans according to their Australian Football League fan archetype.
  • 4. Camping out for tickets online CheckinLine allows a promoter, brand or sports team to speak with everyone in line, as they line up.!
  • 5. 5 CheckinLine is a unique way to engage fans and prioritize demand. Fans virtually camp out for access to popular items (such as a pre-sale, major on-sale or money cant buy experience) Daily check-ins grant access to the dedicated fans Deep interactions with fans creates an opportunity to tap into their thoughts, preferences and opinions. CheckinLine creates one-on-one conversations with every customer in line.
  • 7. 7 Case Study monetize Social Media fan base Octagon & Hawthorn Football Club, July 2013: - Promote CheckinLine competition on HFCs Facebook and Twitter - Offered money cant buy, souvenir posters & merchandise vouchers as incentives - Ran a 6 day CheckinLine campaign to generate fan data, using Octagon Passion Drivers as a segmentation tool on day 1 GOAL: Engage & pro鍖le social media followers and then monetize engagement via sponsor activations.
  • 9. 9 1527 fans opted-in 69% of users engaged (1,054 fans pro鍖led by archetype) Average 2.76 check-ins completed per engaged user 4:43 average visit duration time (2:22 on check- in page) 70,451 page views 14% completed all 6 check- ins - A gami鍖ed environment - Self-motivated users - High levels of engagement
  • 10. 10 Once users engaged beyond the 鍖rst day, they were most likely to complete all 6 check-ins (NB: only 51 prizes were on o鍖er to 1527 fans) 515 94 82 66 88 209 0 100 200 300 400 500 600 1 check-足in 2 check-足ins 3 check-足ins 4 check-足ins 5 check-足ins 6 Check-足ins
  • 11. 11 Brand exposure: High levels of engagement per visit. - 6,686 unique visitors during campaign - 5.36 pages per visit - Median visit duration of 60-180 seconds
  • 12. 12 Nearly 2/3rds of all check-ins were completed on a mobile device - Average visit duration was almost identical - CheckinLines user interface is optimized for mobile
  • 13. 13 What the data uncovered CheckinLine and Octagon: generating Team and Sponsor ROI
  • 14. 14 1051 Hawks fans were pro鍖led according to their Octagon AFL Archetype Each archetype gives us insight into: - How each fan interacts with the game of AFL - Media preferences - Community involvement - Social interaction - What drives their passion for the game - Their overriding values - Demographics
  • 15. 28% 27% 27% 18% Top 3 Passion Drivers: 1. Team Devotion 2. TV Preference 3. Love of the Game Old Guard September Partiers Top 3 Passion Drivers: 1. Sense of Belonging 2. Team Devotion 3. TV Preference Top 3 Passion Drivers: 1. All Consuming 2. Team Devotion 3. Talk & Socializing Grand Finalists Competitors Top 3 Passion Drivers: 1. Gloating 2. Team Devotion 3. TV Preference The AFL fan base is easily the most homogeneous group of fans of all the football codes in Australia the 4 different fan typologies that emerged from the Octagon cluster analysis were only subtly different: ≒September Partiers for these avid footy fans the AFL is a great excuse for a social gathering ≒Grand Finalists the most passionate AFL fans they are full on when it comes to consuming AFL ≒Old Guard another set of avid footie fans these fans love to watch no matter who is playing ≒Competitors these may not be the most passionate of the avid fans, but may be the most competitive
  • 16. WHERE DO HAWKS FANS SIT? 31.0% 48.6% 19.2% 1.3% Top 3 Passion Drivers: 1. Team Devotion 2. TV Preference 3. Love of the Game Old Guard September Partiers Top 3 Passion Drivers: 1. Sense of Belonging 2. Team Devotion 3. TV Preference Top 3 Passion Drivers: 1. All Consuming 2. Team Devotion 3. Talk & Socializing Grand Finalists Competitors Top 3 Passion Drivers: 1. Gloating 2. Team Devotion 3. TV Preference The Hawk Fan base has quite an interesting composition compared to the overall AFL Fan tribes uncovered in 2005 ≒September Partiers Slightly larger proportion segment than overall AFL fan ≒Grand Finalists Just under half of Hawks fans fall into this segment. A massive increase on overall AFL fans ≒Old Guard Another signi鍖cant fall in size of this segment amongst the Hawks supporters ≒Competitors Most interestingly, Hawks fans are least likely to fall within this segment with a tiny portion represented
  • 17. 17 Fan Pro鍖ling & Lead Generation Fan archetypes Team & Sponsor ROI CheckinLines fan pro鍖ling methods, segmented with Octagons Passion DriversTM predictor questions, generates valuable fan marketing opportunities (for Team and Sponsor) and a greater ROI.
  • 18. 18 Recommendations ≒ Sponsored campaigns will not only drive new revenue for the club and sponsor, but also attract a broader array of Hawks fans from social media ≒ Applying insights generated from each CheckinLine campaign will better de鍖ne the sponsor marketing plan and increase sponsorship ROI.
  • 19. 19 Sports teams around the world are trying to unlock the revenue potential from their social media following. Hawthorn FC just discovered new social media revenue streams using CheckinLine.