St Kilda FC case study - CheckinLine


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St Kilda FC case study - CheckinLine

  1. 1. St Kilda Campaign engagement stats; insights; data
  2. 2. 2 What is CheckinLine?
  3. 3. ‘Camping out’ for tickets online CheckinLine allows a promoter, brand or sports team to speak with everyone in line, as they line up.!
  4. 4. 4 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.
  5. 5. 5 Incentive CheckinLine Engagement & Insight + =
  6. 6. 6 Visit to view a one minute animation
  7. 7. 7 Case Study – fan database engagement & insights St Kilda Football Club, July 2013: -  Invited & engaged existing members via email -  Offered 100 free seat upgrades & merchandise vouchers as incentives -  Ran a 5 day CheckinLine campaign to generate fan data GOAL: Engage existing members & discover insights that will lead to higher membership satisfaction and renewals
  8. 8. 8 Results...
  9. 9. 9 6% of 4,400 invites opted-in (272) 76% of users engaged Average 4 out of 5 check-ins completed 5:28 average visit duration time (1:58 on check- in page) 16,379 page views 36% completed all 5 check- ins -  A ‘gamified’ environment -  Self-motivated users -  High levels of engagement
  10. 10. 10 Once users engaged, most went on to complete majority of the check-ins.
  11. 11. 11 High levels of engagement per visit. -  15.18% bounce rate -  6.75 pages per visit -  Median visit duration of 60-180 seconds
  12. 12. 12 Users understood the process and scheduled their check-ins each day. -  Consistent and even flow of check-in times each day -  Number of visits didn’t drop off over the campaign
  13. 13. 13 What the data uncovered A values-based model for measuring fan engagement in sports
  14. 14. 14 Extroverted, High Energy, Expressive Introverted, Control, Internal Individual, identity, personal Collective, social, shared THE THRILL OF THE GAME, THE THRILL OF THE BATTLE JUST LOVE FOOTY, IT’S WHO I AM, WHAT I NEED THE STATUS, PRESTIGE, ACCESS TO THE CLUB IT’S MY TEAM, IT’S MY FAMILY When it comes to footy, the reward fans get from the game sits in four dimensions
  15. 15. 15 Insights & Recommendations - St Kilda fans clearly have an emotional connection with the club and are passionate about showing their ongoing support. - How can this connection be leveraged to increase member renewals and new sign-ups? (e.g. personalized memberships) - Saints fans are dedicated to going to games AND watching on TV -  Is there a virtual platform for connecting members when they are watching from home?
  16. 16. 16 Insights & recommendations Monetizing the CheckinLine offering through sponsors will generate new revenue & more valuable data from a broader range of fans.
  17. 17. 17 CheckinLine blends analytics & a fan’s interaction with your brand to create a unique, tailored fan experience.
  18. 18. | 0417 323 809