20 Inspiring Sports Digital Marketing Campaigns

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MARKETING PREDICTIONS 2019

“Consumers want control over their info, so marketers will turn to zero-party data. While

regulations like Europe’s GDPR and Vermont’s data broker registration law whittle away access

to third-party data, marketers will need new ways to augment their existing first-party data. All

hail zero-party data.”

Forrester B2C Marketing Report 11 Nov 18

15%Of global consumer brands will have evolved their preference collection practice from basic subscription management to

true content and context preferences by end of year. TOP TAKEAWAY

FOR 2019No1

CONSUMER DATA TYPES

THE ZERO-PARTY DATA PLATFORMWayin has succeeded in building a platform that delivers on the mission to empower non-technical marketers to create engaging and interactive experiences that collect data and insights directly from consumers. Wayin achieves this without constraining the creativity and flexibility that enterprise marketers need to produce their best work.

This is achieved by pre-building over 80 templates in the Wayin Experience Library that help marketers get inspired about ways they would like to engage audiences and collect zero-party data. These templates are just ‘starting points’, and there is an exceptional amount of flexibility to take these templates and with or without any coding, customize the user journey and content to create unique experiences.

The platform packs enterprise class features, but has a stunning UI which is easy to use and intuitive.

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relationship with customers. Solutions like Wayin are a great start for marketers who want to begin building out their zero-party data capabilities.”

Q&A: What marketers need to know about Zero Party Data, 10 Oct 2018

FATEMEH KHATIBLOO

PRINCIPAL ANALYST FORRESTER

THE IMPORTANCE OF AVALUE EXCHANGE

THE VALUE EXCHANGE

‘Moment of fame’Coupons

Personalized recommendations Exclusive content

White papers Social kudos VIP treatment Sweepstakes Loyalty Points

BRAND CONSUMER

CAMPAIGN EXAMPLES

CONNECT WITH FANS ACROSS EVERY DIGITAL CHANNELWhen it comes to real-time marketing, no industry is better poised to take advantage of the engagement opportunities than the sports industry. Most fans watch the game with their smartphone in hand, checking fantasy league scores and sounding off on big plays minute-by-minute. They use social media to share everything from celebratory cheers and photos, to smack-talk, predictions and stats.

Wayin has partnered with some of the world’s top sports brands and sponsors to create and launch an array of successful campaign experiences with ease. Whether it be to boost game-day excitement, encourage fan conversation, drive revenue or increase content relevancy to reach a specific demographic, Wayin can help sports marketers create a highly impactful digital experience that drives results.

of sports marketers say proving ROI is their top marketing priority in 201840%

of sports fans who see UGC about a team are more likely to have a positive perception of them78%

of global sports leaders believe social media engagement of fans will grow in the next 5-10 years93%

To engender the kind of loyalty only soccer fans understand, you need campaigns that connect supporters closer to the beautiful game. Score with campaigns that engage fans across every digital touchpoint, inspire loyalty and ramp-up excitement. Back of the net!

SOCCER

1. WEST HAM

To kick off the new Premier League season, West Ham United F.C. published a video-central, interactive social wall to its website, featuring a selection of entertaining fan videos showing off their ‘home kit walk-ups’. West Ham put its fans in the spotlight, giving them the opportunity to channel their idols and show their own version of players’ walk-out graphics.

To drive interaction that bit further and to create the videos, West Ham set-up a green screen in one of London’s shopping centres, encouraging fans to get involved and show off their best ‘Hammers’ pose. After collecting entries, West Ham hosted the content on a video-central #WeAreWestHam social wall, and voting capabilities were also utilized within the social hub for fans to vote for their favorite hammers pose.

GOAL: SHOWCASE INTERACTIVE VIDEO CONTENT TO ENGAGE FANS

2. NYCFCGOAL: REWARD LOYAL FANS FOR THEIR LASTING SUPPORT

As part of Fan Appreciation Day, New York City Football Club (NYCFC) rewarded loyal fans for their continuous support throughout the season with a voting-enabled social hub, where fans with the most votes won a player’s shirt in the next soccer game.

NYCFC asked Cityzen’s (their Fan Community) to nominate who they thought the biggest NYCFC fan was. Using the Wayin platform, these nominations were then curated and published to a social hub within the NYCFC website. To ensure that all fans felt engaged throughout the campaign, voting capabilities were utilized within the social hub for fans and website visitors to scroll through and vote for the nominee they believed to stand out as being the most supportive.

The 15 fans with the most votes were able to participate in the Post-Match Ceremony at Yankee Stadium, where each winning fan was paired with a NYCFC player to exchange shirts.

3. HEINKENENGOAL: STRENGTHEN BRAND ASSOCIATION WITH SPONSORED PARTNERSHIPS

To encourage interaction from Heineken lovers and soccer enthusiasts across the U.S., Daily Mail partnered with Heineken to create the ultimate campaign for fans. Together, they launched an interactive voting competition where participants could vote for their favorite NYC bar from the featured top 10.

The campaign included ‘visit’ and ‘vote’ call-to-action buttons to inspire visitors to discover more information surrounding their favorite bar, including its address, website link, and live soccer schedule. The campaign not only strengthened Heineken’s association with soccer, and its rising popularity in the U.S. but also promoted and drove visits to selected NYC soccer bars, in turn maximizing sales of Heineken within the listed bars.

16KSHARES

4. PARIS SAINT-GERMAIN F.C.

GOAL: COLLECT RICH SOCIAL CONTENT FROM FANS AHEAD OF THE UEFA CHAMPIONS LEAGUE

To celebrate PSG’s involvement in the latter stages of the UEFA Champions League, the French Champions launched an interactive social story that gave fans the chance to win tickets.

The story boasted simple PII data capture forms that loaded instantly, keeping fans engaged.

57%CONVERSION RATE

5. ENGLISH PREMIER LEAGUE SOCCER CLUBGOAL: CAPTURE FANS’ MOTIVATIONS, INTENTIONS, INTERESTS AND PREFERENCES AT SCALE

An English Premier League soccer club and Champions League regular works with Wayin to collect fan insights through interactive experiences.

The zero-party data collected through a range of campaign experiences has activated fans and seen significant increases in revenue.165%

INCREASE IN CONTACTS ACQUIRED THROUGH

WAYIN-POWERED CAMPAIGNS

$93AVERAGE SPEND ON CLUB

RETAIL, TICKETING OR MEMBERSHIP PRODUCTS FROM NEW CONTACTS

6. UEFAGOAL: CAPTURE VALUABLE PII DATA FROM FANS

UEFA launched a video contest to find Europe’s best soccer freestylers. After capturing their routine on camera, competitors could seamlessly upload their video using the direct video upload mechanic along with submitting a small amount of PII data.

Each participant then received a Wayin-powered email notification to confirm their entry. Upon moderation, all entries were published to a gallery for website visitors to browse and enjoy.

92%OF USERS WATCHING

VIDEO ON MOBILE WILL SHARE IT WITH OTHERS

There’s more ways to connect with football fans than shelling out big bucks on half-time ads. So leverage campaigns that showcase social buzz and and turn fan excitement into engagement. Touchdown.

FOOTBALL

7. NFL

NFL created a captivating category quiz hosted on its Facebook page to help international fans decide which team they should be rooting for in the knockout stages. With four versions of the quiz; UK, Brazil, Germany and Spain, together with 11 multiple choice questions, this audience profiling technique provided the NFL with highly useful insights about its fans’ preferences.

Upon completion, entrants were required to grant app permission, providing the NFL the opportunity to collect Facebook social data. Fans could also follow a link to the NFL website and live match times to stimulate real-time views of the games.

GOAL: IDENTIFY AND PROFILE A GLOBAL FAN BASE

2,699

CAMPAIGN ENTRIES

271K

CAMPAIGN SHARES

8. OREGON STATE UNIVERSITY

To maximize engagement on National Signing Day, OSU worked with Wayin to create a digital experience that centralized all OSU-related social conversations into one dynamic place. Its football web page was enhanced with an interactive display featuring real-time social content, Twitter prompts to encourage conversation about new commits, an animated map to display social buzz about the recruiting class across the country, and quick links to follow official Oregon State Athletics social media accounts.

The average time on site was over eight minutes and the site drove above-average page interactions and repeat visits. Because of the success of their Signing Day social activation, OSU also expanded and applied their engaging social experiences to other team sports such as basketball.

GOAL: BOOST WEBSITE VISITOR DWELL TIME USING DYNAMIC CONTENT

8MINUTES

AVERAGE TIME ON SITE

The hockey season rolls around every year, but you needn’t pay big pucks (sorry, not sorry) to reuse the same old campaigns. By leveraging the Wayin App Store, you can clone, tweak, reuse and publish any previous campaign, to save time and drive ROI.

HOCKEY

9. NHLGOAL: DRIVE SPONSORSHIP REVENUE AND MAXIMIZE CAMPAIGN REACH

For years, the NHL has partnered with Wayin to help drive fan excitement throughout the hockey season, and to support sponsorship revenue streams. The NHL offered partners like Samsung and TicketMaster the opportunity to sponsor campaigns featuring user-generated content.

For Samsung, fans were encouraged to share their love of the game by posting photos and tagging them with #NHLHockeyTime for a chance to win prizes. Fans could then visit a Wayin-powered microsite to submit photos through an easy-to-use visual. Submitted photos were then displayed and promoted onsite to increase awareness and interest. In just two weeks, the campaign drove nearly 7,000 unique page views and generated 1,150 photo submissions.

PHOTO SUBMISSIONS IN 90-DAY CAMPAIGNS

6K

Following the success from last year’s Fan Choice Awards, NHL launched the second year of its voting, which celebrates the best on hockey social media. This year’s awards campaign hosts 20 unique categories, where fans can vote for their favorite social content within each poll.

To finalize their vote, participants are directed to an optional form to complete should they wish to receive the latest marketing communications and exclusive offers from NHL.

10. NHL EMAIL ADDRESS OPT-INS WITHIN FIRST WEEK OF LAUNCH

16K

AUTHENTICATED VOTES CAPTURED WITHIN FIRST

WEEK OF LAUNCH

850K+

GOAL: CAPTURE MARKETING OPT-INS

Whether your campaigns strike out, or hit it straight outta the park, it all hinges on the digital marketing strategies you employ. So use tactics that excite fans, collect valuable audience data, marketing opt-ins and drive Home Runs.

BASEBALL

11. TORONTO BLUE JAYSGOAL: BOOST POSITIVE BRAND PERCEPTION AMONGST AUDIENCES

For Rogers, the aim was to celebrate its long-standing partnership with the Toronto Blue Jays, by launching an interactive fan engagement campaign. To get involved, supporters were simply required to tweet about how they celebrate Canada’s team using the #CelebrateBlueJays hashtag, while tagging @BlueJays.

The contest was used to drive fan engagement across multiple channels, and in-venue promotions encouraged live attendees to share their passion, while live broadcasts drove participation amongst at-home viewers.

12. MLB

MLB partnered with Wayin to provide an engaging, interactive experience for its millions of fans around the globe. All 30 MLB teams were given access to the technology platform, enabling them to create customized experiences that would engage in-stadium attendees with live interactive social displays.

Each team capitalized on the opportunity in a unique way, using features like UGC-fuelled collages to display fun fan photos on the high-definition scoreboard and trending visuals to show which players were getting the most buzz.

The Cincinnati Reds created a unique “digital DJ” fan experience that allowed fans to make song requests during the game by tweeting with the hashtag #RedsDJ. Wayin aggregated, customized and displayed the content to make the campaign a seamless, real-time experience.

GOAL: ENHANCE IN-VENUE EXPERIENCES WITH DIGITAL ENGAGEMENT

MORE FEATURED SPORTS

TENNISCRICKET RUGBY GOLF SKIING

13. CARIBBEAN PREMIER LEAGUEGOAL: BOOST INTERACTION BOTH ONLINE AND IN-APP

To coincide with the Caribbean Premier League (CPL) 2017 schedule, and to boost engagement and interaction both online and in-app, mobile communications and entertainment provider, Digicel, provided cricket fans with a quiz activation, paired with an entertaining, customizable meme generator.

“The Caribbean Premier League is the biggest party in sport, and we really wanted to reach our customers beyond the stadium and engage the average fan who enjoys the fun and the atmosphere. It was also important for us to ensure that our sponsorships are working for us to help drive our commercial objectives and improve our overall customer experience. The Wayin platform allowed us to easily achieve our objectives by integrating seamlessly into our Smartphone app.”

– Jonathan Donovan, Head of Digital Media, Digicel

CRICKET

14. ALL BLACKS

In advance of the Rugby World Cup Final, the All Blacks tested its fans using an image of the All Blacks team, asking members to pick the lineout ball that’s covering the real match ball.

To reward fans for their continuous support, those who entered with the correct answer went into a draw to win a poster signed by the entire All Blacks Rugby World Cup squad.

On submitting their entry, participants were required to enter their name and email address, providing All Blacks with valuable audience data for future marketing promotions and communications.

GOAL: COLLECT VALUABLE AUDIENCE DATA AND MARKETING OPT-INS

RUGBY

15. GOLF CHANNELGOAL: LEVERAGE SOCIAL CONVERSATION

Any sporting occasion deserves to be shouted about to drive fan engagement and boost excitement, whether it be the Ryder Cup, World Matchplay, or the US PGA.

Golf channel did just that, creating a hub as the go-to place for golf fans, featuring a leaderboard, video golfing tutorials, and a social wall curating the best social content from Twitter and Instagram. By promoting the hashtags #WMPO and #GreenestShow, Golf Channel was able to maximize the conversation on social, and filter through the best posts to publish to the social hub.

GOLF

16. AUSTRALIAN OPENGOAL: BUILD CRM DATABASE

To capture rich and valuable audience data, Yahoo!7’s channel, Seven Sport teamed up with ANZ to drive engagement amongst tennis fans with a data-centric sweepstakes.

Published to the Seven Sport website, the sweepstakes gave participants a once in a lifetime chance to ask an Australian Open player any question - the ultimate prize for any tennis fan! To get involved, participants were required to submit their name, email address and phone number, and choose their favorite player who they would like to answer their question.

The best question of the day was then announced live on air and was answered by the winner’s chosen player.

TENNIS

17. SKI LAKE TAHOEGOAL: DRIVE PERSONALIZED ITINERARY RECOMMENDATIONS

Before the ski season commenced, Ski Lake Tahoe created a custom-built quiz published to its website, providing personalized ski itineraries to drive vacation bookings. The quiz took participants through a series of eight unique questions in relation to their skiing vacation preferences, with six multiple-choice responses to choose from.

To obtain valuable audience data that could later be used for marketing promotions, upon completion of the ‘Vacation Like A Local’ quiz, participants were required to submit their name and email address to confirm their entry, and could ‘opt-in’ to keep informed of the latest news and offers. To drive holiday bookings, participants were then provided with a recommended ski vacation itinerary, specifically suited to their preferences and abilities obtained from their quiz responses.

SKIING

You don’t need to know the difference between reportage, a peloton and coxless fours to get excited about the greatest show on Earth. The eyes of the world are watching, so get ahead of the competition, drive mass participation and tap into the fervour that’s sweeping the globe.

OLYMPICS

18. OLYMPICSGOAL: DRIVE ACTIVE PARTICIPATION ACROSS VARIOUS MARKETS

Sunrise on Yahoo!7 partnered with McDonald’s to give five lucky kids from Australia the chance to represent their country by winning a trip to Rio for the Opening Ceremony of the games.

To get involved, parents or guardians created videos explaining what friendship in sport meant to their child, and uploaded them to Instagram or Twitter using the hashtag #FriendsWin, tagging @sunriseon7.

With a dedicated video gallery on the Sunrise website, paired with Yahoo!7’s audience base and broadcast opportunities, this drove strong visibility for the campaign in the Australian market.

As the Games kicked off, McDonald’s enjoyed additional opportunities to capture engaging fan content and drive ongoing participation.

It’s the most hyped event of the year. No, not Christmas, but Super Bowl Sunday. With over one billion chicken wings being dunked in ranch dressing, and avocado shortages felt world-wide, it’s a veritable feast for sports fans and marketers alike. And there’s more ways to connect than shelling out big bucks on half time ads, with campaigns that drive noise and capture fan attention.

SUPER BOWL

19. VERIZONGOAL: GET GAME DAY READY AND DRIVE NOISE TO GRAB MEDIA ATTENTION

To take advantage of their sponsorship of Super Bowl XLVIII, Verizon wanted to create extra noise around the big game, drive audience participation and grab the attention of the media. At the same time, they aimed to create some healthy competition between Broncos and Seahawks fans.

With daily votes on the #WhosGonnaWin hashtag, fans of the Seattle Seahawks and Denver Broncos pitted their wits against each other, and the real-time results were then displayed on a stunning chart on the Empire State Building, whilst curated tweets from fans were shown alongside. To bring the campaign to life, the side that won each day’s Twitter vote had their team colors displayed on the Empire State Building during a spectacular light show.

20. THE WEATHER CHANNELGOAL: USE VISUALS TO CAPTURE THE ACTION IN REAL-TIME

The Weather Channel launched #WeatherBowl to capture all the action in the build-up to the Super Bowl, including the latest Super Bowl news updates and trending social conversations on Twitter.

The campaign captured and tracked the volume of tweets and channelled news updates to keep fans updated and engaged in real-time, using eye-catching visualizations such as polls, conversation graphs and maps.

By using real-time mechanics to track and showcase data, #WeatherBowl acted as a reliable, engaging and visual go-to place for the latest information, conversation trends, and news updates surrounding the Super Bowl. The campaign drove nearly 7,000 unique page views and generated 1,150 photo submissions.

PHOTO SUBMISSIONS

1K

THE MATURITY MODEL

Define target audiences you want to engage with

Get trained on the platform

BUSINESS START

Build digital experiences that offer a value exchange in return for data such as Name,

Address, Email and Marketing Opt-ins.Experiment with experiences on different

digital channels

GROW FIRST-PARTY DATABASE

Include questions in experiences that are

designed to trigger one-off personalized emails

and offers

TRIGGERED EMAILS

Define wider list of profile attributes that will help you understand your audience and personalize marketing communications, such as Interests, Motivations and Purchase Intent etc. Map data model to Customer Data and Identity Platforms

REFINED ZERO-PARTY DATA MODEL

Run calendar of experiences to build out profile data over time and across the customer lifecycle

PROGRESSIVE PROFILING

Personalize marketing communications, content, offers and ads based on the self-reported data

1-TO-1 MARKETING

Run experiences that learn about consumer preferences to direct them

to the best content or products based on their input

PERSONALIZED CONTENT

Use the rich set of declared traits and preferences collected to understand

audience groups and to engage them with tailored experiences, content and offers.

FINE-GRAINED SEGMENTATION

Build experiences that stimulate the production and use of user-generated content

INVOLVE FANS

Personal data, preferences and traits are collected as part

of a Wayin experience

DATA COLLECTIONSubmissions are validatedand monitored for fraud

ENTRY VALIDATIONRecord made of entry, including consent and date of submission

ENTRY STORAGEEntries may be reviewed, UGC

entries made be moderated and published, winners may be selected

ADDITIONAL PROCESSING

Core data is mapped to the supported data model in key marketing platforms, passing extended metadata where supported

DATA MAPPING

Records are held for your chosen retention period

DATA RETENTION

Data is sent to other marketing platforms to allow integration into

wider marketing initiatives

REAL-TIME INTEGRATION

CRMCDP EMP

DATA FLOW & INTEGRATION

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Wayin has partnered with the world’s top brands, media owners and agencies to create authentic, interactive campaign experiences that engage and activate consumers across all digital channels.

ZERO-PARTY DATA COLLECTION The Wayin Zero-Party Data Platform combines the power of creativity with the efficiency of zero-party data collection. Capturing consumer motivations, insights, preferences and intentions at speed and scale.

TURN GREAT IDEAS INTO FLAWLESS RESULTS Tap into the team that has led more than 85k successful campaign activations for clients across 80 countries. Our Studio team works side-by-side with customers to maximize the impact of our technology platform and drive the best results. Wayin has helped brands collect more than 2 billion zero-party data records from interactive experiences that have received over 3.3 billion campaign views. Giving Wayin an average conversion rate of 61% for experiences that give marketers the tools to collect zero-party data at scale.