Lemon-ING NY Marathon Case Study

2011 Case Study for

Situation

Confidential & Proprietary Information. All Rights Reserved.

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Major unticketed live events such as races, concerts, festivals and parades hold an enviable marketplace

position. With massive attendance, strong sponsorship, and enduring brands, these properties

often transcend event status to become cultural institutions.

Problem


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Yet these events are also challenged to innovate and keep pace with the demanding requirements of world-‐class event

properties. Until now, they have tended to lack…

Targeted communication

channels

Scalable platforms

for sponsor activation

Tools to extend reach beyond day of the

event

Robust attendee

data

Demonstrable

evidence of business partner ROI


The Event Property The ING New York City Marathon is the world’s largest single-‐day sporting event

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Objectives: Improve spectator experience and increase sponsor value

47,000+ runners

2.5 million+ spectators


The LEMON Solution

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A White-‐Label Location-‐Based Service

Rich Brand Presentation

Quick & Easy Integration with “Host”

App

Real-‐time Campaign

Development

User-‐Controllable

On/Off

Unique In-‐App Push Messaging

Precise

Targeting

Performance Measurement


The LEMON Solution

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Messaging Powered by LEMON


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The LEMON Solution

•  Integrated, contextualized messaging

•  Full brand equity … more impact

•  Keeps audience in-‐app for messages and links

•  Dynamic content delivered by day-‐part

•  Scalable and trackable

The LEMON Solution

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3% to 17% Message Open Rates a very strong performance, as mobile advertising click-‐thru rates rarely exceed 1%

51% Opt-‐In

Rate 284 Unique

Message Campaigns

20-‐Day Campaign Activation Window

326 Unique Geo-‐

Locations along race course

290,000 Total

Messages Delivered


The Results

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41% Service Activation

Rate

3.3 Million Location

Data Points Captured


Data Insight Illustrations

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Unique devices at Fort Wadsworth before race start

Operations Planning

Pass-‐By Analysis Unique devices passing through Columbus Circle on race day

Heat Map reflecting density of messages sent during race day

Sponsor Activation

London: Duncan Crole, EVP [email protected] +44 (0) 20-‐7193-‐3348

New York: Gordon Smeaton, CMO

[email protected] +1.212.254.3366 x240

Contacts

Lemon-ING NY Marathon Case Study

Sports

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