INDUSTRY: Internet Service Provider / Sports Entertainment Resource

PROFILE:
This was a collaboration between Communifax and two clients. The first
client is a communication network, deploying the nation’s most advanced
fiber-optic network to deliver the benefits of converged communications,
information and entertainment services to customers. The other client is
a leading sports entertainment network.

MARKETING OBJECTIVES:

• Promoted usage of a robust, sports centric, internet-based live sports
  service on the communication network
• Increased awareness of live sports service on the communication
  network
• Encouraged involvement from all sports fans of any game
• Educated fans about the exclusive access to internet-based viewing of national, regional and international sporting events

MARKETING INITIATIVE:

Together with their agency partner, the telecommunications provider
and leading sports entertainment network created the KING of Fandom
promotion. Sports fans competed daily for the title of the KING of
Fandom by proving their superior sports knowledge. They earned points
by challenging friends; playing trivia games; and checking out the
unmatched sports coverage available exclusively to the telecommunications
company’s customers on the internet extension of the leading sports
entertainment resource. A Leader Board added excitement to the contest;
visitors were able to view the daily rankings of the top contestants.
The campaign also included a Daily Instant Win/Sweepstakes game and a
referral component through which players could refer friends and family
for additional points.

RESULTS:

• Nearly half of all sessions resulted in a repeat login or registration and
  opted to receive future communications
• Successful in driving traffic to the client’s sports page with a 186%
  increase in site traffic from the month prior to the promotion
• Thousands of referrals were generated by users to invite family and
  friends to participate in the promotion
• A 139% increase in traffic to the leading sports entertainment
  resource’s Web site was realized