CheckinLine campaign to Collingwood FC members in conjunction with Sportsbet. June 2012. Fan Engagement, Insight, new revenue streams.

1. Case Study:
Collingwood FC &
Sportsbet
Fan Engagement; Insight; New Revenue Streams November, 2012

2. What is CheckinLine?
• CheckinLine leverages and commercializes the
passion in a sports brand.
• It does this by virtually “camping out” for fans who
want access to a popular item (like a giveaway or
“money can‟t buy”) and then granting access to
the most passionate, by way of a daily „check-in‟.
• These „check-ins‟ create deep interactions
between a brand and its fans; an opportunity to
tap into their thoughts, preferences and opinions.
• CheckinLine creates an average of over 5 minutes
engagement per day with passionate fans!
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3. + =
Incentive CheckinLine Engagement & Insight
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4. Background
Largest sports property in One of the largest sports betting
Australia agencies in Australia
21 major sponsors $1.6B turnover
70,000 full or part season ticket holders 300,000 Facebook fans
55,000 average crowds per game 8,000 Twitter followers
214,000 Facebook fans Major Sponsor of Collingwood FC
CheckinLine Campaign Objective: CheckinLine Campaign Objective:
Generate additional revenue streams Tune into Collingwood FC fans‟ betting
by enabling deeper interaction behaviors to generate insight and
between sponsor and fan. direct sales.
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5. Method
1 Create a
“money can‟t
2 Promote via
social media
3 Run the
CheckinLine
4 Research,
segmentation
buy” competition & insights
experience
In order to attract The competition Check-ins took Each check-in was
a greater number was promoted for place over 3 days. used to gather
of fans a rare, only 2 days via The enticing information
shareable and CFC and incentive interesting to
appealing Sportsbet increased Sportsbet – online
incentive was Facebook pages. engagement and and mobile
created. motivation. betting behaviors.
Incentive: Result: Results: Outcome:
“WIN a photo 901 Fan 66% engaged Valuable insights
on the MCG Registrations 7.02 mins avg on phone betting
prior to a time engaged per behavior
check-in (per
game” (x10) user)
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6. Campaign Outcomes & Insights
• 23% aged 18-29 (62% of those are men)
• 35% aged 30-39 (66% of those are men)
• 28% aged 40-50 (56% of those are men)
Basic Demographics for
segmentation purposes
Individual opinions were also
washed back to CFC‟s
database
Demographic cross-section was almost identical to that of
Collingwood FC‟s own database
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7. Campaign Outcomes & Insights
Which fans were the most
passionate?
Check-in accuracy (closest to checking-in on time) is a simple way
of measuring passion, motivation and commitment
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8. Campaign Outcomes & Insights
Who bets over the mobile
phone?
Those who use their phone
for functional tasks are
significantly more likely to
bet over the mobile phone.
Those who use their phone
for recreational tasks are
significantly less likely to bet
over the mobile phone
CheckinLine undertook an exploratory predictive methodology
known as „logistic regression‟ (using stepwise algorithm)
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9. Leverage the social graph
CheckinLine runs as a simple Facebook competition application
(with the ability to also run simultaneously via client websites)
Leverage existing fans and recruit new ones…
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10. Fuel Passion
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11. Drive passion
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12. Generate deep interactions
…simultaneous one-on-one conversations
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13. Merge Social with CRM
Profiles
Incentive CRM
Insight
Leads
Segmentation
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14. Key Outcomes
• Collingwood FC are intending to include
CheckinLine competitions as part of 2013
sponsorship packages
• Sportsbet gained:
– over 7 minutes brand interaction per day with passionate
CFC fans
– a valuable database of real prospects that resulted in
immediate additional sales by way of targeted offers post
campaign
– key insight that directly influenced Sportsbet‟s current
advertising strategy
• Sportsbet commissioned CheckinLine‟s specially
designed “Facebook Value Study” as part of a
December campaign
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15. ben@checkinline.com |
@checkinline