Golden State Warriors Case Study

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The Golden State Warriors selected Phizzle as its digital marketing partner to power innovative and data-rich digital marketing campaigns designed to enhance the social/mobile experience for fans during the 2012-2013 NBA season. The Golden State Warriors were committed to providing their substantial base of Facebook, Twitter and Instagram fans with an integrated digital experience that would deepen engagement opportunities through SMS, mobile web, LED display and real-time interaction. An early-adopter of digital technology, the Golden State Warriors looked to engage the fans while at Oracle Arena — before, during and after the games – and also at home during local and national televised broadcasts. By doing so, the Golden State Warriors were creating a valuable piece of digital inventory driving revenue and creating meaningful connections between the fans and their corporate partners. Key among Golden State’s digital marketing objectives was the integration of social media into the mix with its ongoing mobile campaigns. Social media served as an important channel for the NBA team to communicate with fans in a reciprocal fashion. Additionally, they had a clear understanding that marketers need an integrated approach to crosschannel marketing and the powerful combination of social/mobile allowed them to be increasingly creative with campaigns and fan engagement.

OBJECTIVE

For the Golden State Warriors, the second half of the 2012-2013 season was an exciting time in the franchise’s history. The promise of playoffs was rapidly becoming a reality and the fans’ enthrallment with NBA player Stephen Curry was reaching ‘idol-like’ proportions. Seeking to maximize exposure for the team while simultaneously recognizing and engaging with fans, the Warriors integrated popular social channels into its mobile campaigns. With an objective of increasing ‘Likes’ and ‘Tweets’ and mobile opt-ins, SMS, mobile Web, real-time alerts and a mobile app all played a role in how the team used mobile to connect while utilizing Phizzle’s solutions to deliver the various digital campaigns. The Golden State Warriors, powered by Phizzle’s technology, provided the team’s fans with team updates, special offers, last minute tickets giveaways and breaking team news, crosspromoted between SMS, Twitter and Facebook. Phizzle’s proprietary solution, Broadcaster iX™, produced real-time, interactive HD graphics enabling fans to be part of the action through fun and stimulating experiences such as Text-2-Vote instant polling, trivia opportunities, Text-2-Win promotions as well as Text-2-Screen elements through SMS messages, social media and pictures displayed during the game Specifically, the Golden State Warriors utilized Phizzle’s platform to deliver: • Warriors Insider Mobile Alerts – Primary SMS text campaign and ‘mobile alerts’ program • Warriors Insider Ticket Alerts – Ticket offer alerts via SMS text campaigns • Stephen Curry Autographed Jersey Contest – Promoted through SMS, Facebook and In-arena • Warriors Whiteout Ticket Giveaway – Promoted through SMS, Facebook and Twitter • Warriors vs. Miami Heat Ticket Giveaway – Cross-promoted between SMS and Twitter

RESULT

THE WHITE OUT CAMPAIGN: Mobile integrated into Facebook and Twitter

The White Out campaign, sponsored by Clorox, encouraged Warrior fans to text the keyword “WARRIORSWHITEOUT” to the short code 53548 for a chance to win two tickets to a game against the Los Angeles Clippers. The campaign was promoted on Facebook and Twitter. • The campaign ran from noon until 3 p.m. the day of the game. 4,023 total texts were received with 2,999 unique texts. • A bounce-back message encouraged users to opt-in to the team’s SMS program by texting “GSW” back, which helped the organization increase its mobile database by more than 20%. • With more than 500,000 Facebook fans and 150,000+ Twitter followers, the Warriors ‘engaged’ with approximately 4% of the team’s fans on social networks.