Outlines the CheckinLine concept and demonstrates the commercial outcomes for teams and sports properties through a series of case studies.

1. Overview; Case Studies

2. What is CheckinLine?
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3. It’s more than just tickets!
+
=
Incentive
CheckinLine
Engagement & Insight
Fans will line up for just about anything on the CheckinLine platform, not
just ticket sales: “money can’t buy experiences”, merchandise, seat
upgrades and sponsor offerings to name just a few.
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4. Why a team should use
CheckinLine to engage with their
fans…
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5. There are four outcomes from a
CheckinLine campaign:
1. CheckinLine creates a new asset for the team or
property to monetize
2. We deliver detailed fan profiling and valuable
leads from a pool of fans (CRM & social media)
3. We generate deep insights & fan segmentation
analysis
4. We solve a legitimate “queuing” problem
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6. CASE STUDY No.1
Creating a new asset to monetize
through sponsors
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7. CheckinLine monetized Australia’s largest
sport property’s social media following,
through a major sponsor campaign.
Largest sports property in
Australia
One of the largest sports betting
agencies in Australia
21 major sponsors
70,000 full or part season ticket holders
55,000 average crowds per game
214,000 Facebook fans
CheckinLine Campaign Objective:
Generate additional revenue streams by
enabling deeper interaction between
sponsor and fan.
$1.6B turnover
300,000 Facebook fans
8,000 Twitter followers
Major Sponsor of Collingwood FC
CheckinLine Campaign Objective:
Tune into Collingwood FC fans’ betting
behaviors to generate insight and direct
sales.
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8. The Competition
Incentives: 10 fans won 2 tickets to a game with sideline access and
a commemorative photo
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901 fans registered via a Social Media campaign
66% of fans engaged in the check-in process
7:02 minutes average time engaged per check-in

9. Results
• Extensive brand exposure over a number of days
with a variety of Collingwood FC’s fans
• A valuable database of real prospects that
resulted in 35% sales conversion for the sponsor
by way of targeted offers post campaign
• Key insights that directly influenced Sportsbet’s
advertising strategy
• Collingwood FC unlocked a new revenue source
via a social media offering for it’s sponsors
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10. “We’re keen to find out more about fans,
why they like engaging with us and how
we can better increase our market share.
CheckinLine is valuable as it goes beyond
the standard market research tools and
games the experience.”
- Sportsbet
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11. CASE STUDY No.2
Detailed fan profiling and lead
generation
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12. CheckinLine worked with Octagon and it’s
Fan Passion DriversTM study to profile fans
of an Australian Rules Football team
The global sports marketing and
talent representation agency of the
Interpublic Group
30 years in the industry
$3 billion in sponsorship spending managed and
influenced
100,000 fans in their “Passion Drivers” database
CheckinLine Campaign Objective:
Create a team-specific Passion Drivers offering
using CheckinLine’s unique method of fan
engagement and data collection.
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One of the wealthiest sports
properties in Australia
8 major sponsors
100,000 Facebook fans
36,000 Twitter followers
60,000 full or part season ticket holders
CheckinLine Campaign Objective:
Profile fans based on AFL archetype and
generate new sales leads.

13. How did we create thousands of detailed,
qualified fan profiles from one simple
CheckinLine competition?
Profiles
Incentive
Segmentation
Insight
$$
Leads
On the first day of the CheckinLine competition, fans were asked 5 ‘predictor
questions’, profiling them according to their Australian Football League (AFL)
fan archetype.

14. Results
1051 Hawks fans were profiled according to their
Octagon AFL archetype in just one day
(40% were new ‘casual fan’ leads)
Each archetype gives us insight into:
- How each fan interacts with the game of
AFL
- Media preferences
- Community involvement
- Social interaction
- What drives their passion for the game
- Their overriding values
- Demographics
Hawthorn FC are now using this information to:
- Increase season ticket sales
- Customize fan communications
- Acquire new sponsors and develop existing sponsor relationships
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15. CASE STUDY No.3
Deep insights & fan segmentation
analysis
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16. Arizona State University wanted to know
what triggers their passionate fans to go
to games…so we found out.
One of the most innovative college
athletics departments in the USA
170,000 Facebook fans
25,000 Twitter followers
100,000 fans on a database
CheckinLine Campaign Objective:
Engage fans and uncover what triggers game
attendance
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Campaign Strategy:
- Offer ‘money can’t buy’ incentive to engage
fans
- Design check-ins around research objectives
- Implement insights and segmentation into
broader marketing strategies
- Use CheckinLine’s own “Values-based Fan
Engagement Model for Research” as the
basis for data analysis and outcomes

17. When it comes to college athletics, the
reward fans get from the game sits in four
dimensions
Extroverted, High Energy, Expressive
THE THRILL OF THE GAME,
THE THRILL OF THE BATTLE
THE STATUS, PRESTIGE,
ACCESS TO THE SUN DEVILS
Collective, social,
shared
Individual, identity,
personal
IT’S MY TEAM, IT’S MY
FAMILY
JUST LOVE SPORT, IT’S
WHO I AM, WHAT I NEED
Introverted, Control, Internal
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18. For Sun Devil fans, being part of something
special, something that is unique to them,
is most important
THE THRILL OF
THE GAME, THE
THRILL OF THE
BATTLE
THE STATUS,
PRESTIGE,
ACCESS TO THE
SUN DEVILS
Impact
1%
Importance
6.3
Impact
35%
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Importance
5.8
JUST LOVE SPORT,
IT’S WHO I AM,
WHAT I NEED
IT’S MY
TEAM, IT’S
MY FAMILY
Importance
Impact
33%
5.3
Impact
23%
Importance
5.8
Interestingly at a broad level, the
thrill of the game and winning (or
losing) is not an important driver of
fan engagement
For these guys it is personal:
• A strong desire to show their
support for the players and be part
of the community (35%)
• To be part of a special group,
their tribe (33%)
• And a love of sport itself (23%)
From an engagement perspective,
it’s about making it personal, not
letting the team down. Showing
fans that they are an important
part of the teams fabric
NB: results are unique to ASU and will vary for each team

19. 609 fans registered
58% engaged
36% of engaged fans completed all 5 check-ins
Total of 1,115 check-ins completed
“Through CheckinLine, we generated more data in
one week than we have collected all year about our
fans interests and affinity”
- ASU CRM Manager
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20. CASE STUDY No.4
Use CheckinLine’s unique “queuing” function
to generate new revenue for a stadium
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21. ANZ Stadium market tested CheckinLine’s
SeatShareTM concept as a new revenue
stream for 2014
The second-largest stadium in
Australia
Campaign Strategy:
- Engage existing stadium members through
CheckinLine to concept test a new membership
model
80,000 seats
40+ major sporting and concert events each year
- Identify niche market of fans interested in the
CheckinLine SeatShare concept (time share for
Hosted the 2000 Sydney Olympics
premium seating)
- Generate niche and conduct price sensitivity
CheckinLine Campaign Objective:
testing and marketing insight ready for launch
Generate new revenue from unsold premium
seating
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22. The Concept
“We’d like to introduce you to a new concept
for seating arrangements called SeatShare,
where you share a block of premium seating
with other fans and only use them for the
games you want.
Your SeatShare membership fee allows you
to lock in 2 tickets to a game in the future.
CheckinLine will then run an active standby
list for each game to allocate the leftover
seats not already taken by SeatShare
members.
If you want to go to a particular game, you'll
register for that game and check-in if required
(if demand outstrips supply). You will pay a
set fee for each seat you use beyond the
initial sign-up.”
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23. Results
- 319 fans registered, 186 engaged, 50% of engaged fans
completed all 5 check-ins
- SeatShare concept tested extremely high on interest and
excitement levels
- A niche emerged of NEW ‘casual’ fans with high
disposable income & a genuine interest in the concept
- Only 6% of which had any intention of even looking at a
traditional stadium offering next year
- ANZ Stadium are working with CheckinLine to roll out a
2014 pilot, using a block of 200 seats to generate over
$1M in new revenue
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24. CheckinLine is gamified, engaging
and an extremely efficient way to
collect one-on-one data from fans
- 66% of all fans who register for a competition will
engage in the check-in process
- When they do, 30% will complete ALL the checkins, regardless of the incentive
- Each check-in generates an average of 4:42 minutes
engagement per fan, per check-in
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25. For more information, please contact Ben Flavel:
ben@checkinline.com | (415) 230 0146