Case Study:

Collingwood FC & Sportsbet

November, 2012Fan Engagement; Insight; New Revenue Streams

2

What is CheckinLine?• CheckinLine leverages and commercializes the

passion in a sports brand.

• It does this by virtually “camping out” for fans who want access to a popular item (like a giveaway or “money can’t buy”) and then granting access to the most passionate, by way of a daily ‘check-in’.

• These ‘check-ins’ create deep interactions between a brand and its fans; an opportunity to tap into their thoughts, preferences and opinions.

• CheckinLine creates an average of over 5 minutes engagement per day with passionate fans!

3

Incentive CheckinLine

Engagement & Insight

+ =

4

Background

Largest sports property in Australia

21 major sponsors70,000 full or part season ticket holders55,000 average crowds per game214,000 Facebook fans

CheckinLine Campaign Objective:Generate additional revenue streams by enabling deeper interaction between sponsor and fan.

One of the largest sports betting agencies in Australia

$1.6B turnover300,000 Facebook fans8,000 Twitter followersMajor Sponsor of Collingwood FC

CheckinLine Campaign Objective:Tune into Collingwood FC fans’ betting behaviors to generate insight and direct sales.

5

Method

1 Create a “money can’t buy” experience

In order to attract a greater number of fans a rare, shareable and appealing incentive was created.

Incentive:“WIN a photo on the MCG prior to a game” (x10)

2 Promote via social media

The competition was promoted for only 2 days via CFC and Sportsbet Facebook pages.

Result:901 Fan Registrations

3 Run the CheckinLine competition

Check-ins took place over 3 days.The enticing incentive increased engagement and motivation.

Results:66% engaged7.02 mins avg time engaged per check-in (per user)

4 Research, segmentation & insights

Each check-in was used to gather information interesting to Sportsbet – online and mobile betting behaviors.

Outcome:Valuable insights on phone betting behavior

6

Campaign Outcomes & Insights

Demographic cross-section was almost identical to that of Collingwood FC’s own database

Basic Demographics for segmentation purposes

Individual opinions were also washed back to CFC’s database

• 23% aged 18-29 (62% of those are men)• 35% aged 30-39 (66% of those are men)• 28% aged 40-50 (56% of those are men)

7

Campaign Outcomes & Insights

Check-in accuracy (closest to checking-in on time) is a simple way of measuring passion, motivation and commitment

Which fans were the most passionate?

8

Campaign Outcomes & Insights

CheckinLine undertook an exploratory predictive methodology known as ‘logistic regression’ (using stepwise algorithm)

Who bets over the mobile phone?

Those who use their phone for functional tasks are significantly more likely to bet over the mobile phone.

Those who use their phone for recreational tasks are significantly less likely to bet over the mobile phone

9

Leverage the social graph

Leverage existing fans and recruit new ones…

CheckinLine runs as a simple Facebook competition application (with the ability to also run simultaneously via client websites)

10

Fuel Passion

11

Drive passion

12

Generate deep interactions

…simultaneous one-on-one conversations

13

Incentive CRM

Segmentation

Leads

Insight

Profiles

Merge Social with CRM

14

Key Outcomes• Collingwood FC are intending to include

CheckinLine competitions as part of 2013 sponsorship packages

• Sportsbet gained:– over 7 minutes brand interaction per day with

passionate CFC fans– a valuable database of real prospects that resulted in

immediate additional sales by way of targeted offers post campaign

– key insight that directly influenced Sportsbet’s current advertising strategy

• Sportsbet commissioned CheckinLine’s specially designed “Facebook Value Study” as part of a December campaign

ben@checkinline.com | @checkinline