Celtics 3-Point Play - Gleaning Data from Facebook Engagement
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The Celtics launched a Facebook game called 3-Point Play to build engagement with fans and collect marketing data. The game allowed fans to predict Celtic's games and win tickets by outscoring friends. Over 50,000 local fans were added to the Celtics database through playing during the regular season and playoffs. While ticket sales through the game were modest, it proved Facebook fans will engage for prize chances and validated Facebook as a marketing channel. Lessons included the need for support against changing Facebook rules and bugs in even simple games. Future steps could include mobile apps, broadcast integration, and sponsorships.
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Celtics 3-Point Play - Gleaning Data from Facebook Engagement
- 2. Celtics 3-Point Play Building engagement while generating Facebook fan data
- 3. AGENDA
- 4. CELTICS OVERVIEW Team History: -Founded in 1946 - 17-Time World Champions - 2008 NBA Champions - 2 trips to the NBA Finals in the past four seasons Current Facts: - 230,000+ Twitter followers; 5th largest in N. American team sports - 5.3 million Facebook “Likes”; 2nd largest audience among North American team sports. - Celtics.com ranks Top 3 in traffic among NBA teams
- 5. DIGITAL LANDSCAPE Website traffic was dropping year over year (Oct 1 – July 1) 2006-07 – 19.6 million (24-wins, no playoffs) 2007-08 – 54.6 million (Roster overhaul = 17th NBA Championship) 2008-09 – 37.0 million (2nd round exit) 2009-10 – 34.0 million (NBA Finals, 11.5 million in May/June alone) 2010-11 – 60.0 million (2nd round exit, monthly traffic doubled YOY) Social platforms grew exponentiallyover last 12-18 months: Regular content engages fans and organically grows audience when fans engage with team (FB wall posts/comments/likes, re-tweets, video embeds) Traffic by Location: ~25% of traffic from inside our DMA
- 6. WHY FACEBOOK? Source: www.geekosystem.com
- 8. Facebook daily growth: 700-800 “Likes” per day- Who are these fans? What can we learn about them? Can we monetize them? - Facebook gaming (Farmville, MafiaWars) picking up steam - Celtics meet with Isobar North America to discuss how to get fans into the database
- 9. WHY FACEBOOK? Facebook “Likes” Growth: January 2009 – October 2009 Before 3-Point Play Launch
- 11. Reward players for how well they know the Celtics and follow the team
- 12. Drive fan affinity
- 13. Give fans reason to return to FB page
- 14. Make the game social so that fans can get their friends involved
- 15. “Challenge” concept: reward players for beating opponents- Create a leaderboard to give players bragging rights
- 17. GAME VIEW
- 18. PRIZE PERIOD
- 19. MAKE YOUR PICKS
- 20. LOCK IT IN
- 22. RESULTS
- 24. 25k during regular season
- 26. Facebook audience grew dramatically (indirect benefit)
- 29. Facebook can change the rules at the drop of a hat
- 30. Even a “simple” Facebook game is a complex application
- 31. You need support
- 32. Plan for bugs
- 33. Enlist the right partner
- 34. Set realistic goals – 10% adoption on 400,000fans
- 35. Direct ticket sales didn’t happen via Facebook application
- 36. Little available inventory to start with
- 37. Players mostly bought through other offers after in DB
- 39. Possible arena integration for fans to play in real-time at TD Garden
- 40. Wireless signal in building is a major factor
- 41. Sponsor up-sell is a potential solution to currently unavailable in-game “inventory”
- 42. Play against team legends, Celtics Dancers, broadcasters & celebrity fans
- 43. Make prizes more experiential – Meet and greets, BTS access, and more
Editor's Notes
- - Players make 3 picks, choosing 1 player for each statistical category Points Rebounds Assists Players couldn’t pick “0”; picks were assessed based on accuracy and degree of risk based on standard deviation of Players’ average statistical output.- Example: picking a player who averaged 3-4 points per game to score 28 points was unlikely, but would earn the most player points if proved accurate. Players earned bonus points for defeating a challenged opponent. Results tabulated after each game; top player over 6-7 game prize period would be awarded prize.
- Overall goal: Absorb 10% of 400,000 audience when project startedGive prizes away every 2 weeks (Tickets, jerseys, etc.) Promote direct ticket sales on FacebookBuild fan engagement and affinity: Expand Celtics’ Facebook following through viral growth of game among previously unidentified fansBe first to market in pro sports and NBA with Facebook application, continue to be thought-leaders in sports marketing space.Maintain flexibility to roll game out to other platforms down the road Open source (PHP/MySQL) will allow for Celtics.com, mobile app, etc)