PROFILE:
The client was established in 1885, is the nation’s 15th-largest newspaper
and serves a readership of more than 1.6 million. Awards received include
the Triple Crown (top 10 daily section, Sunday section and Special section)
for 17 years, the top 10 daily sports sections and the top 10 Sunday
sports section in the country for the last 24 consecutive years.
MARKETING OBJECTIVES:
Develop consumer-generated media to increase user interest in
the newspaper and team
Drive incremental visits to the client’s Web site for daily updated news
Capture email addresses and opt-ins
Increase subscriptions
Provide information about setting up home delivery (customers can
call toll free or click over to online registration)
Feature the Sports Package (subscribe to Friday, Saturday, Sunday and Monday editions or just the Sunday edition)
MARKETING INITIATIVE:
The “How ‘bout them Cowboys” campaign was a fully integrated promotion
marketed via multiple channels, including direct mail, viral emails,
advertisements, “tip ins,” Web banner advertisements and ongoing emails to
registered participants. The campaign featured both instant win games and
the opportunity for users to participate in a contest to be named the
Cowboys Biggest Fan. Players could upload pictures, videos and essays
detailing their devotion to the team, using interactive media to participate in
the campaign. Registered participants had the opportunity to vote online
for their favorite picture, video and essay, reinforcing the interactive
component of the contest.
RESULTS:
Thousands of registrants participated over the duration of the promotion
40% of registrants returned to the site an average of 12 times
per person
Overall page views far exceeded anticipated goals
More than 165,000 total subscriptions or renewals to the newspaper
were initiated during the promotion
More than 57% of registrants opted-in for future communications
from the newspaper and the football franchise
