With one of the most successful brands in Canadian spots, the Saskatchewan Roughriders partnered with Molson Coors and Tagga to create the Ultimate Party Giveaway: a chance to win 8 Pilsner box seats and other prizes at Rider home games, a contest ongoing until October 2013. One of the Rider’s key business objectives is to build even stronger relationships with their fans, however they lack information on a large portion of that fan base.
“We have multiple fan touch points and all of these provide us with an opportunity to expand our fan base and deliver value”, said Gregg Sauter, VP of Business Development and Marketing for The Saskatchewan Roughriders. He adds, “The reality is that well over 50% of our digital fan engagement comes from mobile devices and well over 50% of our game-day fans own smartphones, so we needed a solution that allowed us to reach our fans in a way that leveraged mobility.”
To generate awareness and drive CRM development, Tagga created a Roughrider mobile campaign to provide fans with an opportunity to win tickets and gain access to exclusive Roughrider content. One campaign component is the Coors Ultimate Party Giveaway which is communicated In-Stadium, through social media, Rider media broadcasts and on branded tent cards and coasters in bars and restaurants within Saskatchewan. Fans are directed to text the word “Coors” to 82442 (std messaging and data rates may apply). They are then alerted via SMS and directed to a branded landing page to enter for chance to win prizes, including 8 box seats in the Molson Coors branded stadium club area. You can check out the campaign here: ultimate-party.inc.ly.
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