Toronto Raptors App

1. Raptors Digital
Strategy
FEBRUARY 2018
Case Study
Steven Kawalit

2. Confidential | 2
Context
The Toronto Raptors marketing team is challenged with improving its digital
marketing operations and ecosystem on a regular basis.
Having prioritized the collection and monetization of user data, MLSE is looking
to explore innovative, but implementable, approaches to embolden its mobile app.

3. Confidential | 3
Assumptions
Primary focus on user data acquisition & the app for the purpose of this
presentation (even though there are other marketing goals & other approaches
to gathering user data).
Focus is on user data acquisition and not monetization.
The Raptors app is the only dedicated Toronto Raptors go-to mobile application.
Other NBA team apps are not competitors.
The app features proposed in this presentation have not been developed and
rolled out on the Raptors app at an earlier date.

4. Confidential | 4
Strategy
Establishing a robust dataset for monetization can be achieved by focusing on the three
primary goals of increasing:
APP DLs + USER REGISTRATION
USAGE OF APP
AMOUNT OF DATA COLLECTED
1
2
3

5. Confidential | 5
Overview (What/Why)1
The most effective way to
increase user downloads of the
app is to enhance it’s value
proposition with exclusive
experiences only available
through the app.
One way to do this is by
creating a VR 360 in-app video
that allows fans watch the game
courtside, under the basket or
right atop the hoop with a
simple viewer (ie. Google
Cardboard).
INCREASE APP DOWNLOADS AND USER REGISTRATION

6. Confidential | 6
Case Study1
Golden State Warriors partnered
with Accenture to develop an in-app
VR video. The video was a day in
the life of the Warriors shot in VR.
Increased app downloads by 14%
MoM *Accenture
#fannovate, the hashtag promoting
the campaign, generated 4.3MM
impressions. *keyhole.co

7. Confidential | 7
People like VR

8. Confidential | 8
Action Plan1
Details
Key Steps (How)
Planning and initiation: Research, Scheduling, Budget allocation,
Resource Planning, Identify risks, Build team
Defining Requirements: Clarify goals, agreeing on specs, assigning roles
Project execution: UX planning, 3D design and dev, VR + mobile dev,
UAT
Launch and iteration: Project deployment, Marketing campaign launch,
Post project review, measurement
Milestones (When)
UI Design + Wireframe (2 weeks)
Functionality App Build (2 months)
1st Build Testing(1 week)
VR Launch + Marketing Campaign
Stakeholders (Who)
Sales—to align opportunity for sponsorship
Marketing—to gather insights on top performing app content + campaign
rollout
Design + Dev/agency partner—to build and integrate app
Success Metrics (What/
How)
Retention & Churn rate
MAU & DAU
Video view count & completion rate
Campaign hashtag impressions

9. Confidential | 9
Overview (What/Why)2
The most effective way to increase app
usage is to include a feature that builds
retention and has the fans coming back
for more.
One way to do this is by creating an in-
app Facebook messenger bot. A Raptors
Artificial Intelligence chatbot designed to
engage fans in conversation surrounding
players, history, trivia and all things Air
Canada Centre.
INCREASE USAGE OF APP

10. Confidential | 10
Case Study2
Sacramento Kings partnered with Sapien to develop an in-app Facebook Messenger
operated chatbot called KAI – an acronym for Kings Artificial Intelligence.
Generating dynamic responses for real-time scoring, player stats, scheduling, and more.
Monthly sessions increased 400% and dwell time increased 80% YOY *Sapien

11. Confidential | 11
Action Plan2
Details
Key Steps (How)
Planning and initiation: Determine role of the bot, set goals, pick channel
Defining Requirements: Clarify goals, agreeing on specs, assigning roles
Project execution: Create convo architecture, design dialogue flows and storyboards
Launch and iteration: Project deployment, Marketing campaign launch, collect chat data,
measurement
Milestones (When)
Set the dialogue logic (2 weeks)
Integrate Messenger Bot in-app ( 3 weeks)
Testing(1 week)
Bot Launch + Marketing Campaign
Load real-time dialogue (on going)
Stakeholders (Who)
Sales—to align opportunity for sponsorship
Marketing—to build dialogue and promotions + campaign rollout
Design + Dev/agency partner—to build chatbot and integrate into app
Event Ops—to gather real-time insights
Success Metrics (What/
How)
Activation + Retention Rate
User Interactions
MAU & DAU
Session duration

12. Confidential | 12
Overview (What/Why)3
INCREASE AMOUNT OF DATA COLLECTED
The most effective way to increase the amount of data collected from each app
user is to incentivize the actions we want them to take .
One way to do this is by creating a dedicated fan-loyalty rewards section in the
app. The section is complemented with push notifications. Fans earn points for
performing specific tasks. Every task accumulates more data for MLSE and
more points for the app user.
Fans redeem their points with a custom promo code or use the app to scan an
automatically generated QR code. Discounts, autographed merch, upgraded
seats!

13. Confidential | 13
Case Study3
Sacramento Kings partnered with Xfinity to integrate their rewards program into the app.
The Kings send push notifications announcing how fans can earn points, along with a
promo code. Fans complete the action, type the promo code into the app and collect points
that can be redeemed for prizes.
One of the most successful fan-loyalty tactics was a “Trivia Tuesday” contest, where fans
with correct answers received a promo code good for points.
The launch of this new feature saw a 317% lift in Total Goal Conversions from the month
prior.

14. Confidential | 14
Action Plan3
Details
Key Steps (How)
Planning and initiation: Research, Schedule Rewards rollout calendar,
Establish our goals, Assign point value per desired goal, Budget
allocation, Resource planning, Identify risks, Build team
Project execution: Database modeling to capture respondents, Design +
develop + marketing to build out ‘Rewards’ section/Rewards drivers(ie.
Push notifications)
Launch and iteration: Rewards section deployment, Marketing campaign
launch, Post project review, measure conversion/goal completion
Milestones (When)
Build mocks + wireframes (2 weeks)
Build + launch Rewards section (1 month)
Testing (2 weeks)
Deploy 1st Rewards offer
Stakeholders (Who)
Sales—to align opportunity for sponsorship
Marketing—to build promotions + campaign rollout
Design + Dev—to build Rewards section & drivers
Database Team—to capture responses
Success Metrics (What/
How)
Conversion Rate
Goal Completion

15. Confidential | 15
Conclusion
With new innovations in app tech, there’s an ever-increasing amount of data
available for the Raptors to gain from their fans.
I believe my tactics will help MLSE capture data that drives meaningful fan
engagement and better business results.
Thank you!