Octagon & Hawthorn FC Case Study - CheckinLine
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Octagon & Hawthorn FC Case Study - CheckinLine

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A case study overview of the Octagon and Hawthorn FC CheckinLine campaign, run in July 2013. ...

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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  • 1. Octagon/Hawthorn FC Case Study engagement stats; social; insights
  • 2. Incentive Segmentation Leads Insight Profiles $$ How did we create thousands of detailed, qualified fan profiles from one simple CheckinLine competition? CheckinLine worked with Octagon to profile fans according to their Australian Football League fan archetype.
  • 3. 3 What is CheckinLine?
  • 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 can’t 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. 6 Incentive CheckinLine Engagement & Insight + =
  • 7. 7 Case Study – monetize Social Media fan base Octagon & Hawthorn Football Club, July 2013: -  Promote CheckinLine competition on HFC’s Facebook and Twitter -  Offered ‘money can’t 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 & profile social media followers and then monetize engagement via sponsor activations.
  • 8. 8 Results...
  • 9. 9 1527 fans opted-in 69% of users engaged (1,054 fans profiled 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 ‘gamified’ environment -  Self-motivated users -  High levels of engagement
  • 10. 10 Once users engaged beyond the first day, they were most likely to complete all 6 check-ins (NB: only 51 prizes were on offer to 1527 fans) 515   94   82   66   88   209   0   100   200   300   400   500   600   1  check-­‐in   2  check-­‐ins   3  check-­‐ins   4  check-­‐ins   5  check-­‐ins   6  Check-­‐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 -  CheckinLine’s 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 profiled 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 fan’s fall into this segment. A massive increase on overall AFL fans • “Old Guard” – Another significant fall in size of this segment amongst the Hawks supporters • “Competitors” – Most interestingly, Hawks fan’s are least likely to fall within this segment with a tiny portion represented
  • 17. 17   Fan Profiling & Lead Generation   Fan archetypes Team & Sponsor ROI CheckinLine’s fan profiling methods, segmented with Octagon’s 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 define 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.
  • 20. ben@checkinline.com | 0417 323 809