CheckinLine - overview and case studies - team presentation

Overview; Case Studies

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What is CheckinLine?

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Incentive CheckinLine Engagement & Insight

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It’s more than just tickets!

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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Why a team should use

CheckinLine to engage with their fans…

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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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CASE STUDY No.1

Creating a new asset to monetize through sponsors

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CheckinLine monetized Australia’s largest sport property’s social media following, through a major sponsor campaign.

Largest sports property 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.

One of the largest sports betting agencies in Australia $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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The Competition Incentives: 10 fans won 2 tickets to a game with sideline access and a commemorative photo

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  

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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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“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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CASE STUDY No.2

Detailed fan profiling and lead generation

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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.

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.

Incentive Segmentation

Leads

Insight

Profiles

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How did we create thousands of detailed, qualified fan profiles from one simple CheckinLine competition?

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.

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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

Results

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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CASE STUDY No.3

Deep insights & fan segmentation analysis

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Arizona State University wanted to know what triggers their passionate fans to go to games…so we found out.

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

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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Extroverted, High Energy, Expressive

Introverted, Control, Internal

Individual, identity, personal

Collective, social, shared

THE THRILL OF THE GAME, THE THRILL OF THE BATTLE

JUST LOVE SPORT, IT’S WHO I AM, WHAT I NEED

THE STATUS, PRESTIGE, ACCESS TO THE SUN DEVILS

IT’S MY TEAM, IT’S MY FAMILY

When it comes to college athletics, the reward fans get from the game sits in four dimensions

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THE THRILL OF THE GAME, THE THRILL OF THE

BATTLE

JUST LOVE SPORT, IT’S WHO I AM, WHAT I NEED

THE STATUS, PRESTIGE,

ACCESS TO THE SUN DEVILS

IT’S MY TEAM, IT’S MY FAMILY

For Sun Devil fans, being part of something special, something that is unique to them, is most important

Impact 1%

Importance 6.3

Impact 35%

Importance 5.3

Impact 23%

Importance 5.8

Impact 33%

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

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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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CASE STUDY No.4

Use CheckinLine’s unique “queuing” function to generate new revenue for a stadium

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ANZ Stadium market tested CheckinLine’s SeatShareTM concept as a new revenue stream for 2014

Campaign Strategy: - Engage existing stadium members through

CheckinLine to concept test a new membership model

- Identify niche market of fans interested in the CheckinLine SeatShare concept (time share for premium seating)

- Generate niche and conduct price sensitivity testing and marketing insight ready for launch

The second-largest stadium in Australia 80,000 seats 40+ major sporting and concert events each year Hosted the 2000 Sydney Olympics CheckinLine Campaign Objective: Generate new revenue from unsold premium seating

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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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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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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 check-ins, regardless of the incentive

-  Each check-in generates an average of 4:42 minutes engagement per fan, per check-in

For more information, please contact Ben Flavel: [email protected] | (415) 230 0146