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Dear Faithful Readers,
Enjoy the Feature,
Consumers know their personal information is gold, and won’t give it to you unless you give them a truly compelling reason to opt-in. This is why it’s essential for sports teams to create intriguing offers when attempting to entice fans to submit their personal demographics. This week’s feature shows how the Tennessee Titans were able to take a simple giveaway offer and turn it into a full blown campaign in order to enhance their database and increase social media followers. Read on to learn more about the campaign that helped the Titans acquire over 4,200 cell phone numbers and email addresses in one short week.
Enjoy the feature,
Chantelle Neep
[email protected]
P.S. Interested in attending the 2013 National Sports Forum in Orlando? You can sign up four people from your organization for the price of two – plus you’ll get a Disney Pass if you sign up before July 31st. Don’t wait…offer expires in 6 days!
PROGRAM TITLE
Tennessee Titans: "#TitansDraft"
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OBJECTIVES
The Tennessee Titans were given an incredible offer when the NFL presented the opportunity for each team to select one fan to announce the 4th round pick at the 2012 NFL Draft. Knowing they had a once in a lifetime experience that no sporting fan could refuse, the Titans sought to create a social media platform around the offer that would allow them to enhance their database and monetize social media leads.
PROGRAM DESCRIPTION
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To create an effective platform the Titans turned to Infinity VIP, a provider of technologically advanced web based software and services, who conceptualized the platform through a contest entitled #TitansDraft. “The Titans saw this as an opportunity to create a contest for their fans to not only win a chance to be at the draft but also to prove why they are the Titans biggest fans,” said Uri Geva, CEO of Infinity VIP.
Contestants entered the contest by submitting a YouTube video demonstrating why they deserved to represent the Titans at the 2012 NFL Draft at Radio City Music Hall in New York City, April 26-28, 2012. Fans were encouraged to demonstrate their passion for the Titans through creativity, humor and unique personal stories. With many different social media channels, the Titans felt it was essential for all of the video submissions to be hosted on one location and chose the teams Facebook page as the home of #TitansDraft.
The first step in participating in #TitansDraft was via Facebook registration. This is where fans that were participating in the contest would submit their “vital information” - name, email, cell phone number and twitter handle. Fans would then click the contest icon on the Titans Facebook page to post a link to their YouTube video submission with the #TitansDraft hashtag.
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To spur momentum around the #TitansDraft and encourage more fans to get involved the Titans created mock videos featuring players, cheerleaders, front-office staff and T-RAC the team mascot. Each video challenged fans to use creativity to develop a video that exceeded their own.
The Titans gave fans one week to enter #TitansDraft and received over 200 submissions in the short time frame. Once all videos were submitted, the Titans front-office staff voted on the Top 10. “The Titans front office and whole organization dove head first into #TitansDraft, which made this contest such a huge success” adds Geva. “There is only so much we can do and the front-office has to get behind the campaign in order to maximize its effectiveness.” Not only did Geva notice the team wide involvement but Ralph Ockenfels, Vice President of Marketing for the Tennessee Titans said, “not only did our fans love this, but so did our whole organization. It was a fun and exciting contest that got everyone involved and showed the true passion of Titans fans.”
The final step of #TitansDraft was the voting stage, April 11-17. To continue gathering data from fans, the Titans made all fans involved in the voting on the Top 10 first submit their “vital information.” To gain additional exposure, #TitansDraft incorporated an auto post that requested permission from voters to post their favorite video on their Facebook and Twitter accounts. As with any offer, the Titans still had to entice fans to give them their contact information. To gain the additional data, the Titans offered voters the chance to win a ticket to the NFL draft and offered Titans memorabilia as a secondary prize.
Click the video above to see the winning submission - Tennessee Titans Wedding from Josh Curd @LittleJoshVids
MEDIA
The media used for this contest included the Titans personal website, Facebook, Twitter, YouTube, newspaper ads and the videos themselves. “The most unique aspect to this contest was the fact that once the videos were created the applicants acted as the advertisements for the campaign by asking friends, family, co-workers and the community to vote for their video. This ultimately is what drove so much traffic and attention to the #TitansDraft contest,” said Geva.
PARTNER
The Titans partnered with Infinity VIP to make #TitansDraft a reality. Infinity worked on everything from the concept, creation and design to messaging for the emails and overall campaign. “Infinity VIP took a giveaway item and created a remarkable online social media campaign while dealing with an incredibly short timeline. The campaign went so well, that the NFL league office named the Titans campaign a social media best practice,” says Ockenfels.
Additionally, the Titans partnered with the Tennessean, a local newspaper that sponsored the contest and ran ads and sent out tweets about #TitansDraft.
RESULTS
#Titans Draft was a huge success and the team was able to collect over 4,200 cell phone numbers and emails in one short week. Also, during the month of the campaign the Titans gained over 30,000 new likes on Facebook and over 10,000 new followers on Twitter. #TitansDraft created so much buzz in the Tennessee area, it even showed up on the local news!
“#TitansDraft is our first social media campaign and the results we saw exceeded all of our expectations. It was great to see the passion that this program sparked within our fan base and we were able to gather information that will hopefully show us an increase in ROI next season,” said Ockenfels.
LOOKING AHEAD
After seeing the results attained in only one short week, the Titans are very pleased and will continue to partner with Infinity VIP for future social media endeavors. “The plan is to continue the innovation and creativity we used in this promotion to bring in even more leads to the Titans database,” adds Geva. “You know a social media campaign was done right when it shows up on the local evening news.”
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