New York Knicks Case Study

In 2010, Madison Square Garden selected Phizzle as its vendor of choice to power robust and enhanced digital marketing campaigns for the New York Knicks, New York Rangers, New York Liberty, regional television networks MSG and MSG Plus, and MSG Insider, the company’s digital marketing database.

To enhance the audience experience via the mobile device (pre, during, post-event), Phizzle provides MSG’s sports properties with a comprehensive set of mobile & SMS marketing tools to create integrated, multi-channel, mobile marketing programs for fans, event sponsors and local advertisers. A variety of mobile campaigns are delivered to ensure a fun, exciting and participatory audience experience including Text-2-Win promotions, Text-2-Vote polls and surveys, and Text-2-Screen.

OBJECTIVE

For the New York Knicks, the recent fan enthrallment with NBA player Jeremy Lin was reaching epic proportions. Looking to maximize the captive audience, the Knicks’ objective with the Phizzle-powered Linsanity campaign was to increase mobile opt-ins for last minute ticket mobile alerts and the team’s general mobile alerts program. The mobile campaign was designed to grow mobile opt-in, ran for 13 consecutive days and was promoted by the Knicks via pre-game emails, social, and in-arena during home games.

Phizzle’s technology enables the Knicks to incorporate the entire mobile ‘ecosystem’ to create immediate dialogue with a wide range of audiences. For the Knicks Insiders (season ticket holders) subscribed to ‘Knicks Now Daily’ – the Linsanity campaign was featured with banner ads and Text2Win campaign. For the fans at the game, in-arena elements included LED boards and Jumbotron graphics
promoting the Text2Win campaign. On social networks – Twitter and Facebook – the Knicks posted daily reminders for fans to enter-to-win via mobile.

RESULT

Previous months’ campaign using Phizzle’s digital marketing platform had averaged just over 2,100 opt-ins on a series of ‘Win Free Tickets’ Text2Win campaigns. Looking to exceed this number and to test the market while ‘Linsanity’ was front page news, the Knicks decided to give away a signed Jeremy Lin ball. Utilizing unique opt-in promotions delivered by Phizzle via textback campaigns and ‘Knick Alerts’ SMS blasts, the results for the ‘Linsanity’ campaign
were stellar.


• Total opt-ins, over a 13-day time span was over 21,000
• Unique opt-ins totaled approximately 12,000
• Text2Win subscribers added – over 11,000
• New mobile opt-ins with ‘Knick alerts’ – approximately 5,000 (as compared to an average rate of 2,000)


In an attempt to increase the Knick’s opt-ins to their mobile database, Phizzle provided the Knicks with the opportunity to capitalize on future single game ticket presale for the 2012-13 season. These numbers will aid in the Knicks’ single game
ticket presale strategy by strategically acquiring fans this season and targeting them with offers and deals next season.