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Lemon-ING NY Marathon Case Study

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A case study prepared for the LBMA by Lemon. Explores recent application of their mobile app for the ING New York Marathon

A case study prepared for the LBMA by Lemon. Explores recent application of their mobile app for the ING New York Marathon

Published in: Sports, Business
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  • 1. 2011  Case  Study  for  
  • 2. Situation  Major  unticketed  live  events  such  as  races,  concerts,  festivals  and  parades  hold  an  enviable  marketplace   position.    With  massive  attendance,  strong  sponsorship,  and  enduring  brands,  these  properties   often  transcend  event  status  to  become     cultural  institutions.   2   Confidential  &  Proprietary  Information.  All  Rights  Reserved.  
  • 3. Problem     Yet  these  events  are  also  challenged  to  innovate  and  keep    pace  with  the  demanding  requirements  of  world-­‐class  event   properties.    Until  now,  they  have  tended  to  lack…       Demonstrable   Robust    attendee     evidence  of  business   data   partner  ROI   Targeted     Tools  to  extend  reach   Scalable  platforms     communication   beyond  day  of  the   for  sponsor  activation   channels   event   3   Confidential  &  Proprietary  Information.  All  Rights  Reserved.  
  • 4. The  Event  Property  The  ING  New  York  City  Marathon  is  the  world’s  largest  single-­‐day  sporting  event    2.5  million+  spectators   47,000+  runners   Objectives:  Improve  spectator  experience  and  increase  sponsor  value   4   Confidential  &  Proprietary  Information.  All  Rights  Reserved.  
  • 5. The  LEMON  Solution   A  White-­‐Label  Location-­‐Based  Service     Real-­‐time   Rich  Brand   Campaign   Presentation   Development     Quick  &  Easy     Precise Integration   Performance  Targeting Measurement   with  “Host”   User-­‐ App   Unique     Controllable   In-­‐App  Push   On/Off   Messaging   5   Confidential  &  Proprietary  Information.  All  Rights  Reserved.  
  • 6. The  LEMON  Solution   Messaging   Powered   by  LEMON   6   Confidential  &  Proprietary  Information.  All  Rights  Reserved.  
  • 7. The  LEMON  Solution     •  Integrated,  contextualized  messaging   •  Full  brand  equity  …  more  impact   •  Keeps  audience  in-­‐app  for  messages   and  links   •  Dynamic  content  delivered  by  day-­‐part   •  Scalable  and  trackable     7   Confidential  &  Proprietary  Information.  All  Rights  Reserved.  
  • 8. The  LEMON  Solution   8  
  • 9. The  Results   3%  to  17%  Message  Open  Rates  a  very  strong  performance,  as  mobile  advertising  click-­‐thru  rates  rarely  exceed  1% 41%  Service   Activation   Rate   20-­‐Day       Campaign   51%  Opt-­‐In   Rate   Activation     Window   284  Unique     Message     Campaigns   326  Unique     290,000   Geo-­‐   Total   Locations     Messages   along  race   course     3.3  Million   Delivered     Location       Data  Points   Captured   9   Confidential  &  Proprietary  Information.  All  Rights  Reserved.  
  • 10. Data  Insight  Illustrations  Operations     Unique  devices  at   Sponsor  Planning   Fort  Wadsworth   Activation   before  race  start   Heat  Map   reflecting  density   of  messages  sent   during  race  day  Pass-­‐By  Analysis  Unique  devices  passing  through  Columbus  Circle  on  race  day   10   Confidential  &  Proprietary  Information.  All  Rights  Reserved.  
  • 11. Contacts   London:  Duncan  Crole,  EVP   duncan@lemonllc.com   +44  (0)  20-­‐7193-­‐3348    New  York:  Gordon  Smeaton,  CMO   gordon@lemonllc.com   +1.212.254.3366  x240    

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