Octagon & Hawthorn FC Case Study - CheckinLine

Octagon/Hawthorn FC Case Study�engagement stats; social; insights

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.

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What is CheckinLine?

‘Camping out’ for tickets online

CheckinLine allows a promoter, brand or sports team to speak with everyone in line, as they line up.!

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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.

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Incentive CheckinLine Engagement & Insight

+ =

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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.

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Results...

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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

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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  

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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

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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

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

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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

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

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

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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.

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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.

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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.

[email protected] | 0417 323 809