Washington Capitals
Goal
The Washington Capitals hockey team is aiming to increase fan engagement utilizing the mobile channel. With the goal of connecting with fans in an innovative and cost effective way, the Capitals are offering a unique mobile experience for fans with significant results.
Solution
The Capitals selected NAVTEQ Media Solutions to power their comprehensive mobile offerings that featured the following elements:
- Breaking team news and offers delivered via SMS, frequently using the platform’s segmentation capabilities to target fans geographically
- Contests giving fans a chance to win memorabilia and tickets along with Text-to-Screen and Text-to-Vote during games
- Campaigns allowing fans to contact sales and guest services for tickets and in-arena assistance
- A one-of-a-kind Fantasy text game that fans can play in monthly or season long contests to win prizes, with an online component allowing fans to share picks and scores on Facebook
Results
“The team at NAVTEQ Media Solutions has a deep understanding of the mobile marketing space and has been very innovative in developing tools for us to deepen the engagement with our fans. We have one of the most developed mobile marketing initiatives in the NHL and NAVTEQ Media Solutions has been an integral part of that.”
Michael Chan, Director of Strategic Marketing, Washington Capitals
Capitals fans are constantly engaged with timely and relevant messaging, while the team’s staff utilizes the platform to manage all mobile campaigns independently.
- Mobile Club has over 24K subscribers and continues to grow through promotion on other integrated media outlets
- Mobile Club subscribers has increased nearly 340% in 17 months
- Participation in Fantasy game has grown 280% since December 2009
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