Client Case Study
     New England Patriots
     Optaros Delivers Front Row Seat to Patriots Content with OView Applicatio...
updates, insert ads, block undesirable sites, and access
user engagement through a sophisticated analytics
system — helpin...
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Sports Marketing: New England Patriots Case Study

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The Patriots understood what many other companies today are only starting to grasp: that they needed to find where their fans were naturally socializing online and engage with them there by providing compelling content. Read case study to learn how they achieved this while maintaining brand control.

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Sports Marketing: New England Patriots Case Study

  1. 1. Client Case Study New England Patriots Optaros Delivers Front Row Seat to Patriots Content with OView Application Syndication SaaS (Software as a Service) The Client balance of entertaining and engaging fans on the front The New England Patriots are one of the premier teams end, while gathering real data and engagement metrics in the National Football League. As the first professional for our advertisers and executives on the back end.” sports team with a website (launched in 1995), the Patriots are true web innovators in the professional sports Using OView, franchise arena. the application syndication service, and the The Challenge Event Viewer and The Patriots understood what many other companies Media Player today are only starting to grasp: that they needed to find modules, Optaros where their fans were naturally socializing online and created the engage with them there by providing compelling content. Patriots Calendar App, a sharable Essentially, the Patriots were looking for a new, unique application way to connect with fans on sites where they naturally available at the congregate with friends and other Patriots fans. The Patriots website franchise wanted to break through the clutter of online and Facebook. messages and to enrich fans’ conversations by providing new, interesting, multimedia team content. The Patriots Calendar App A critical challenge was to leverage viral distribution gives fans while still maintaining brand control. The Patriots needed complete access to track all embed sites and be able to block any to all kinds of multimedia content on Patriots news undesirable sites. and information, including draft announcements, game schedules and scores, videos of press conferences, The Solution radio interviews with team members, details about “We chose OView because it is the only application upcoming Patriots events, great moments in Patriots syndication service that balances our desire to engage history and more. Fans can grab the app and embed it fans across the web with the need to protect our into any website (including blogs and social profiles) or brand,” said Fred Kirsch, director of interactive media at synchronize it with Microsoft Outlook and other calendars. Patriots.com. “As a professional sports organization, we always have to balance being a fun, entertaining sports Using OView, the Patriots are able to manage all content, team with running a smart, profitable business. We feel aggregate numerous inbound RSS feeds, make global that the OView syndicated application gives us the perfect © Copyright Optaros, Inc. 2009. All Rights Reserved. | www.optaros.com
  2. 2. updates, insert ads, block undesirable sites, and access user engagement through a sophisticated analytics system — helping the Patriots determine fans’ interaction levels and specific areas of interest. camaraderie with fans increase, and the application view In short, OView allows the Patriots to update and share is embedded into more websites and social profiles, content, and track user engagement, as if each individual brand visibility will increase exponentially. In turn, the instance of the Patriots Calendar App were hosted on the Patriots anticipate a dramatic increase in advertising team’s own website. interest, as impressions will continually grow through the OView-driven Patriots Calendar App. Revenue is generated through new online advertising slots within the Patriots Calendar App, as well as traffic About Optaros driven to various online and offline Patriot’s properties. Optaros (www.Optaros.com) delivers each client a The Results tailored roadmap of Assembled Web solutions to achieve The Patriots Calendar App launched in late December their business objectives. Clients are able to engage 2008, and has since been embedded into more than and transact with target customers anywhere online, 140 websites, synched with more than 1,600 Outlook increase business agility through assembled software calendars and has 3,340 users on Facebook. Collectively and save money through the pervasive use of open these satellite locations are driving more than 50 percent source software. Optaros serves more than 100 clients of the traffic to the Patriots Calendar App. including Neiman Marcus, Smart Bargains, Rue La La, Nestle, Travelocity, The New York Times, Sony Pictures and The integration with Facebook, recommended by Optaros, Swisscom. accounts for approximately 20 percent of this additional traffic, providing significant opportunities for the Patriots Headquartered in Boston, Optaros has operations in the to extend their brand communication beyond current site United States, Switzerland, Germany, United Kingdom and operations and into the fan sites where the team’s most Romania. loyal supporters are promoting their message. “We’ve certainly achieved our goal of finding and connecting with fans on sites where they are most comfortable and already interacting with friends,” said Contact Optaros: Kirsch. “In professional sports, one of the key factors in Switzerland: Kay Fleiger creating a successful franchise lies in keeping the fans email: kfleiger@optaros.com phone: +41 22 731 84 20 engaged with the team. By having our fans receive and interact with team content on their own turf, the Patriots Germany: Sascha Rowold Calendar App encourages ongoing engagement like email: srowold@optaros.com phone: +49 (0) 89 210 199 00 nothing else we’ve done to date.” United Kingdom: Peter Short The Patriots’ return on investment will continue to be email: sales-uk@optaros.com phone: +44 (0)207 953 4054 closely monitored, particularly as the 2009-2010 NFL season gets underway and more fans are expected to United States: Brian Otis email: botis@optaros.com access, embed and share the Patriots Calendar App. phone: +1 617 227-1855 x8110 As user engagement and the Patriots’ unique level of © Copyright Optaros, Inc. 2009. All Rights Reserved. | www.optaros.com

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