I had the opportunity to build and launch a campaign for Major League Soccer’s New England Revolution. This particular campaign was an interesting challenge creatively because we were exploring a new way of leveraging Jebbit – long-term social loyalty. Soccer teams have unbelievably loyal followings. With the explosion of growth in soccer’s popularity in the US, new opportunities abound to engage and optimize this following.
We decided to pursue the Social Loyalty focus from the positioning of a trivia competition. We had seen some good traction with trivia in previous campaigns with the Revolution, so we could expect their audience to be reasonably receptive to a similar experience. The important points of consideration from our standpoint were then twofold. First, we needed to structure the campaign in order to properly identify top performers. Second, we had to foster an experience to maximize engagement not only within each campaign in the loyalty cycle, but to keep fans returning week-to-week through the cycle’s duration.
After receiving some truly fantastic content from the Revs, our team went to work on crafting an experience to maximize user engagement. Certain metrics from past campaigns lent themselves to identifying question orders, landing pages, etc. The art of building a campaign comes into play with the more intangible aspects to a Jebbit experience: flow, feel, and interest level all play an integral role in a successfully engaging campaign.
Structurally, our new branching capability was the star player in this campaign. By tracking user performance down different paths determined by correct answers to the trivia questions, we were able to identify top performers. We then were able to rank these users and track their performance week to week by capturing emails.
The ability to guide users down different paths and shape the content they experience based on their preferences pushes us closer to personalized, 1:1 marketing. The data that these users provide on a micro level and the meta-data that results from compiling these experiences will be incredibly valuable to companies and consumers alike in delivering relevant, valuable marketing content.
Jackson Walsh, Campaign Strategy Specialist