2013 NSF SAMMY Award

Behind the BIG idea that won this year's SAMMY Award!
 
Each year, the National Sports Forum recognizes the best “Sales, Advertising, Marketing and Management idea of the Year” with the NSF SAMMY Award. This year’s award was presented to Channel 1 Media for their development of an interactive fan survey aimed at boosting the customer relationship management (CRM) database for the Oklahoma City Thunder.

The survey, which received more than 100,000 hits and generated more than 35,000 completed entries, was instrumental in capturing valuable Thunder fan information.

Featuring fun, graphic based questions, the survey takes about a minute to complete and rewards fans at the end with a chance to win a Thunder experience.
 
Recently we caught up with Channel 1 Media to talk about the fun, creative components that went into making their Interactive Survey such a big success.
 
2013 NSF SAMMY Award Winner!
Click Here to watch Channel 1 Media's video presentation from this year's SAMMY Awards!
 
NSF: How did the Interactive Survey Tool come about? What was your objective when creating the program?
 
Channel 1: The concept of this was actually generated from the Los Angeles Kings. So although this hugely successful tool that won the SAMMY Award went through the Thunder, it was originally a concept we developed with the Kings.
 
In relation to the OKC Thunder, they faced a challenge and asked us to develop a tool to help them increase their fan database, fill in the blanks in their CRM, capture vital fan data both in-arena/online and most importantly, make data collection fun and interactive.

NSF: What action did you take to accomplish that objective?
 
Channel 1: In order to create a tool that accomplished all of OKC’s objectives, we had a roundtable discussion with them to ask ourselves and the Thunder several questions such as: What compels people to answer questions on surveys? What incentives can fans receive in order to entice them to fill out surveys? What is the most important data to collect? How can surveys double as a sales piece?
 
After analyzing the questions, our creative team produced what we deemed a very thorough all-inclusive, user-friendly and enticingly interactive survey tool – created for both Online and iPad use.
 
Click Here to visit MyOKCThunder.com to take the survey for yourself! 
 
NSF: This survey is just plain FUN ... tell us a little bit about how you turned tired surveys into a form of entertainment.

Channel 1: I think fun and entertaining are the two words that describe sports. A lot of teams do surveys, but surveys are conducted by survey companies and those survey companies are used to doing surveys for banks or drug companies or government organizations. They are not thinking in terms of a true sports fan. A true fan is someone who is there for the experience of being entertained. The whole idea is, and this goes back to all the pieces that we do, continuously striving to create an entertaining online experience for the fan, based around the team.

2013 NSF SAMMY Award Winner

The Interactive Survey Tool is also available on iPad, making it easier than ever to collect data from fans while in-stadium/in-arena

NSF: Now that you've given us a behind the scenes peek at what went into bringing this BIG new idea to market, can you tell us the results of the Interactive Survey Tool? 

Channel 1: In a nutshell, the program was a great success for the OKC thunder. The piece saw more than 35,000 completed entries, including new leads as well as filling in the gaps of existing client profiles. The survey tool also generated 18,000 new ‘Thunder Insider’ subscriptions and 12,000 new ‘Text Alert’ subscriptions. As a result, the Thunder have yielded $107,000 in increased revenues. The success of the this tool for the Thunder, as well as other professional teams such as the Washington Capitals, Toronto Blue Jays and LA Galaxy, demonstrates that the tool is not limited to any particular team or locale, but is equally applicable across all leagues.

 

 

About Channel 1 Media Solutions:

Channel 1 Media specializes in customized interactive sales tools and has worked with more than 125 sports teams and venues across the NHL, NFL, NBA, MLB and MLS. Since 1998, it has provided high impact, cost effective microsites and mobile applications, working with companies across North America to improve their bottom line. To learn how Channel 1 Media can help your organization achieve its marketing goals -- including a demonstration of the exciting "interactive fan survey" -- contact Channel 1 Media at (416) 531-6111 or visit: www.channel1media.com.

Contact:
Rick Amos
Vice President, Business Development
Channel 1 Media Solutions Inc.
(416) 531-6111 x 2002
[email protected]

 

 


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