Campaign of the Week: New England Revolution

The New England Revolution, a MLS soccer team based in the Greater Boston area, launched an omni-channel campaign to engage their audience in the midst of the holiday season. Branded as a Holiday Pack Quiz, the campaign will be running from December 8th to the 23rd and distributed through email, Facebook, Twitter, Instagram and the Revs’ website. Fans who completed the quiz could enter to win a Holiday Pack – tickets to multiple games and free Revs gear.

The campaign generates 3 important take-ways, namely the impact of:

  1. An omni-channel distribution strategy
  2. Beautiful creative
  3. A really cool reward that resonates with your base

Revs animated email creative

Defining the Objective

The objective of the campaign was to increase awareness of New England Revolution’s Holiday Pack and, from a higher-level marketing perspective, generate eCommerce Sales and drive Lead Generation.

Crafting the Campaign

The Revs distributed creative with a call-to-action for the campaign throughout the multiple channels outlined above. The graphics were bold and creative, most notably the animated ad distributed via email and the video posted on Instagram. Fans were incentivized to click and take the quiz with the opportunity to enter to win a free Revolution Holiday Pack .

Screen Shot 2015-12-15 at 3.05.11 PM

After the click, fans entered the post-click engagement experience overlaid onto the New England Revolution site. A prompt asked them to answer a series of questions that mixed Revs trivia along with fun, lighthearted questions about their favorite players. The answers to these questions could be discovered in the pages underneath, including within video interviews with players.

Revs Holiday Pack Campaign Q1

 

Revs Holiday Pack Quiz Q4

Revs Holiday Email

The Revolution incorporated A/B testing to illuminate Exit Intent as well.

Check out the experience here.

Analyzing the Results

 

Platform Analysis: 

  •  Desktop
    • 63% of Total Views
    • 74% Hook Rate
    • 88% Completion Rate
  • Mobile
    • 37% of Total Views
    • 58% Hook Rate
    • 82% Completion Rate

As seen by the engagement statistics above and the comments on the Instagram post, fans responded enthusiastically to the creative, reward, and experience.

The campaign highlights the impact of a well-crafted, cohesive campaign and the return on investment for dedicating the appropriate resources and time to create the best possible reward and experience. Not only has the campaign led to claims, sales, and leads; it also has inspired dialogue with fans.