Typically, loyalty marketing is an activity that happens after transaction, and in most cases it is “passive” – mostly in the form of re-ordering. Mobile can bring “active” loyalty.
“We did not start out to build an app”
Objective: transforming the sports viewing experience. 80% of people multitask while watching TV – loyalty marketing can give people something to do during downtime.
This is the only sports app that gives its users any tangible reward – the “points” can be redeemed for real products right from the app by “purchasing” the products with earned points.
- There is no cost to play
- Advertisement is integrated into the app
- Fantastic ability to serve ads in different formats – generates high number of impressions
- Animated ads seem to have higher CTR
- Points are redeemed at the advertiser’s stores accessible directly from the app
- 75% of people use iPhone
- Fans stay at the app over 5 hours on Sunday
- No need to create content – games themselves created content that is used by the users and the app
- Billions are spent on sports ads – this is another way
- No need to involve teams and leagues. Typically, teams and leagues want their own app, and this is not quite the preference of the fans
- People are using the app because they want rewards 🙂
- Consumer Surveys receive many responses very quickly as filling out the survey results in earning more points 🙂 One brand survey received over 100% of participation (!!) – as completing it generated points, consumers were happy to do it on more than one device.
- A user can realistically earn $25 in less than two months
From the loyalty marketing perspective: ideal approach is to create habitual daily activity that is based on something currently present. To achieve frequency, you must leverage something that the target audience is already doing frequently. Consumers will come to you if you connect them with their passions.
Many apps used just once… This app is used very frequently. However, it is very understandable – how many times will you use an augmented reality app? Not many…
- Possibility of ads testing is not always used enough… if the ads are not working, they can be changed. However, businesses did not always had capacity to produce enough ads and do it quickly.
- Companies struggle to advertise differently to the mobile consumer. There is no need to put exactly the same content into all channels – not everything that makes sense on a desktop makes sense on the mobile device.
Very interesting – there is lack of understanding of mobile advertisement and mobile marketing among marketers… In many cases, marketers believed that if the “have an app” – check box is checked and it is all the company needs to do. Even if the app does not make sense for the business and does not have objectives (or does not achieve them). There is also a perception that “oh, we spent so much money on that app – we need to make it work…” Spent money are sank costs, and marketing is very different from app development.
The company, 2020 Marketing, conceived the business idea for the app, but did not build it – building was outsources to a different organization with deep development expertise.
Below is the video used to introduce the app to the consumers.