College Targeted Brands Engage Fans at Football Bowls

Fan Activation

  • Location: Southeast U.S.
  • Industry: Media Entertainment
  • Services/products: Social Marketing
  • Partners: 3 Feet Media, CBS College Sports, Universal Music, Vergence Entertainment, Softmobile
  • A bus tour with high-profile promotional events needed a way to ensure retention
  • Major media partners were able to drive attendance, but had no method for measuring ROI
  • A new social media website was unlikely to draw thousands of views without retained messaging
  • Recruitment was done through dedicated mobile devices distributed to sports bars along the bus route
  • Ringorang contests (of varying lengths) drove users to video sharing website
  • Loss of Recall on messaging was reduced by an estimated 49%
  • 109% information retention score (100% retention + 9% increase)
  • On average, each user engaged 14 times in the month following a promo event
  • Video sharing site recorded over 70,000 unique views of its premiere video

Fan Activation

Leading up to the Final Four college football games, Ringorang partnered with several media companies on a bus tour to enroll college students into a social experience online and on digital devices.

Challenges

The college football team match-ups that lead to the Final Four represent a climactic quest for the fans. A digital media company targeting the college crowd partnered with Ringorang, CBS College Sports, Universal Music, and a Danish mobile developer to engage fans in and around the bowl games on a multi-media bus tour. The media company’s objective was to sign up fans on a video-sharing web portal that socialized college life. Fan promotions were run at sports bars and in stadium parking lots. The challenge was to find a way to make sure fans retained the marketing message AFTER the bar and the bowl game, and that they would show up to the web portal to share videos.

Requirements

Football team fans needed to be engaged and recruited to play branded Ringorang contests as a way of driving attention to a social video web portal. These fans would be enrolled at sports bars and in stadium parking lots along the bus tour traveling from bowl game to bowl game throughout the Southeast U.S. The goals were as follows:

  1. Ensure engagement beyond the promotional events
  2. Deliver significantly greater volume and frequency of interactions than traditional promos capture
  3. Deliver awareness of and drive traffic to the sharing activity on the social video portal

Solutions

To make enrollment easy, dedicated mobile devices were distributed to managers of sports bars along the route. Fans were enrolled through a customized SMS mechanism. The Ringorang Qs delivered in the weekly contests were about football and about college life. The contests drove attention to the video sharing website. Media partners drove attention to the Ringorang contests.

Benefits

The social media web portal enjoyed a launch on the back of the bowl-game hype. Ringorang perpetuated that hype to increase the volume and frequency of interactions significantly over traditional marketing and promotional campaigns:

  • Loss of Recall on messaging was reduced by an estimated 49%
  • 109% information retention score (100% retention + 9% increase)
  • On average, each user engaged 14 times in the month following a promo event
  • Video sharing site recorded over 70,000 unique views of its premiere video

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