A case study overview of the Octagon and Hawthorn FC CheckinLine campaign, run in July 2013. Demonstrates how CheckinLine can engage, profile and monetize social media fans for Sports Teams and their Sponsors.

1. Octagon/Hawthorn FC Case Study
engagement stats; social; insights

2. Incentive
Segmentation
Leads
Insight
Profiles
$$
How did we create thousands of detailed,
qualified fan profiles from one simple
CheckinLine competition?
CheckinLine worked with Octagon to profile fans according to
their Australian Football League fan archetype.

3. 3
What is CheckinLine?

4. ‘Camping out’ for tickets online
CheckinLine allows a promoter, brand or sports team
to speak with everyone in line, as they line up.!

5. 5
CheckinLine is a unique way to
engage fans and prioritize
demand.
Fans virtually “camp out” for access to popular items (such as a pre-sale,
major on-sale or ‘money can’t buy’ experience)
Daily ‘check-ins’ grant access to the dedicated fans
Deep interactions with fans creates an opportunity to tap into their
thoughts, preferences and opinions.
CheckinLine creates one-on-one conversations
with every customer in line.

6. 6
Incentive
CheckinLine
Engagement & Insight
+
=

7. 7
Case Study
– monetize Social Media fan base
Octagon & Hawthorn Football Club,
July 2013:
- Promote CheckinLine competition
on HFC’s Facebook and Twitter
- Offered ‘money can’t buy’,
souvenir posters & merchandise
vouchers as incentives
- Ran a 6 day CheckinLine
campaign to generate fan data,
using Octagon Passion Drivers as
a segmentation tool on day 1
GOAL: Engage & profile social media followers and
then monetize engagement via sponsor activations.

8. 8
Results...

9. 9
1527 fans
opted-in
69% of users
engaged
(1,054 fans profiled
by archetype)
Average 2.76
check-ins
completed per
engaged user
4:43 average
visit duration
time
(2:22 on check-
in page)
70,451
page views
14%
completed
all 6 check-
ins
- A ‘gamified’ environment
- Self-motivated users
- High levels of engagement

10. 10
Once users engaged beyond the first
day, they were most likely to complete
all 6 check-ins
(NB: only 51 prizes were on offer to 1527 fans)
515
94
82
66
88
209
0
100
200
300
400
500
600
1
check-­‐in
2
check-­‐ins
3
check-­‐ins
4
check-­‐ins
5
check-­‐ins
6
Check-­‐ins

11. 11
Brand exposure:
High levels of engagement per visit.
- 6,686 unique visitors during campaign
- 5.36 pages per visit
- Median visit duration of 60-180 seconds

12. 12
Nearly 2/3rds of all check-ins were
completed on a mobile device
- Average visit duration was almost identical
- CheckinLine’s user interface is optimized for mobile

13. 13
What the data uncovered
CheckinLine and Octagon: generating Team and Sponsor ROI

14. 14
1051 Hawks fans were
profiled according to
their Octagon AFL
Archetype
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

15. 28%
27%
27%
18%
Top 3 Passion Drivers:
1. Team Devotion
2. TV Preference
3. Love of the Game
“Old Guard”
“September Partiers”
Top 3 Passion Drivers:
1. Sense of Belonging
2. Team Devotion
3. TV Preference
Top 3 Passion Drivers:
1. All Consuming
2. Team Devotion
3. Talk & Socializing
“Grand Finalists”
“Competitors”
Top 3 Passion Drivers:
1. Gloating
2. Team Devotion
3. TV Preference
The AFL fan base is easily the most homogeneous group of fans of all the football codes in Australia
– the 4 different fan typologies that emerged from the Octagon cluster analysis were only subtly different:
• “September Partiers” – for these avid footy fans the AFL is a great excuse for a social gathering
• “Grand Finalists” – the most passionate AFL fans – they are ‘full on’ when it comes to consuming AFL
• “Old Guard” – another set of avid footie fans – these fans love to watch no matter who is playing
• “Competitors” – these may not be the most passionate of the avid fans, but may be the most competitive

16. WHERE DO HAWKS FANS SIT?
31.0%
48.6%
19.2%
1.3%
Top 3 Passion Drivers:
1. Team Devotion
2. TV Preference
3. Love of the Game
“Old Guard”
“September Partiers”
Top 3 Passion Drivers:
1. Sense of Belonging
2. Team Devotion
3. TV Preference
Top 3 Passion Drivers:
1. All Consuming
2. Team Devotion
3. Talk & Socializing
“Grand Finalists”
“Competitors”
Top 3 Passion Drivers:
1. Gloating
2. Team Devotion
3. TV Preference
The Hawk Fan base has quite an interesting composition compared to the overall AFL Fan tribes uncovered in 2005
• “September Partiers” – Slightly larger proportion segment than overall AFL fan
• “Grand Finalists” – Just under half of Hawks fan’s fall into this segment. A massive increase on overall AFL fans
• “Old Guard” – Another significant fall in size of this segment amongst the Hawks supporters
• “Competitors” – Most interestingly, Hawks fan’s are least likely to fall within this segment with a tiny portion represented

17. 17
Fan Profiling & Lead
Generation
Fan archetypes
Team &
Sponsor
ROI
CheckinLine’s fan profiling methods, segmented with
Octagon’s Passion DriversTM
predictor questions, generates
valuable fan marketing opportunities (for Team and
Sponsor) and a greater ROI.

18. 18
Recommendations
• Sponsored campaigns will
not only drive new revenue
for the club and sponsor,
but also attract a broader
array of Hawks fans from
social media
• Applying insights generated
from each CheckinLine
campaign will better define
the sponsor marketing plan
and increase sponsorship
ROI.

19. 19
Sports teams around the world are
trying to unlock the revenue potential
from their social media following.
Hawthorn FC just discovered new
social media revenue streams using
CheckinLine.

20. ben@checkinline.com | 0417 323 809