CrownBet

Developing a sponsorship model that captures data, nurtures leads and attributes sales

225% increase in engagement compared to regular CrownBet competitions

The Project

CrownBet’s sponsorship strategy encompasses some of the biggest sporting competitions in Australia including the AFL and NRL, with partnerships with clubs such as the Melbourne Storm, Cronulla Sharks, Canterbury Bulldogs and the Wests Tigers.

With access to millions of engaged sports fans across AFL, NRL and racing, CrownBet has had the potential to adopt a scalable approach to digital sponsorship activation, helping to fully leverage partnership activity. However, CrownBet had historically used its digital activations to run retail banners with minimal success and little return.

Greenroom proposed to implement a digital activation strategy, using existing entitlements through the Cronulla Sharks to demonstrate how a scalable approach could be implemented across all current and future partnerships.

CrownBet944
CrownBet944

The Solution

 

Greenroom compiled a three month, fully managed digital activation, providing a ‘Proof of Concept’ for the Cronulla Sharks.

This concept outlined how to develop a sponsorship model that captures data, nurtures leads and attributes sales, while also working to retain current customers and attract new ones by amplifying unique and targeted offers through the use of deeper profiling.

Three major data capture campaigns and a detailed “post-competition entry communication strategy” were developed to build a database and generate a measurable return on investment.

 

The Results

 

The activation showcased the potential of a scalable approach to sponsorship, with a 225% increase in engagement compared to regular CrownBet competitions with minimal barriers to entry.

Over 3,000 leads were profiled, 12% of which were identified as ‘website prospects’, building a database of opted-in fans to target with direct sign up offers.

These offers were then used to only target fans who had shown interest in CrownBet, leading to an impressive click to conversion rate of 20% from direct offer emails.

Email open rates also proved to be more engaging, using Cronulla Sharks content as part of the lead nurture strategy.

Overall, a model for scalable sponsorship activation was established, giving CrownBet the ability to identify customers and the overall success of its partnership.

Amplifying unique and targeted offers through the use of deeper profiling

Featured Case Study

National Storage

Taking partnerships beyond brand awareness

Newsletter Sign Up

Get yourself some pearls of wisdom delivered
straight to your inbox