Introduction
England Rugby wanted to be able to enrich their existing audience insights
England Rugby came to Monterosa as they wanted to be able to enrich their existing audience insights and database by launching a range of gamified fan engagement experiences embedded into their digital properties.
The Challenge
Building a more direct fan relationship
England Rugby wanted to increase the volume of traffic and engagement with their digital products and also to increase the conversion from fan to sign-up, helping to bolster their fan database. Enriching their existing CRM was key, as a need was identified to not only increase the number of signed up fans but also to diversify that audience; finding innovative ways to bring in new fans to their owned and operated platforms.
Another goal was to gain a better understanding of their fans - learning how fans were interacting with content, which in turn would lead to greater opportunities for marketing personalisation in the future.
To achieve this, they needed a solution that offered fun-centric, engaging fan experiences that incentivised participation in return for sharing their data. They needed to find a solution that would offer a breadth of ways to engage with their fans and increase loyalty.
Another challenge was the need to be able to service multiple brands/tournaments simultaneously, with men’s, women’s and also Allianz Stadium brands all needing to run interactive content during a tournament.
Solution
Delivering a suite of fun, fan-centric experiences
To solve these challenges, we formed a strategy that would leverage the fan engagement tools available as part of Monterosa / Interaction Cloud to co-create a suite of engaging content tools, helping content editors to turn passive stories into active participation activities.
We set out to incentivise fans with a solution that would utilise competitions to encourage participation, using data capture forms to help increase sign-up and opt-in rate.
One key feature of the solution was the ability to collect and seamlessly share data with their existing database. England Rugby utilised our Forms service to create flexible data capture forms used for standalone competitions. This data was shared directly with England Rugby, driving database follow-ups and actionable insights. The platform also offers robust data handling and reporting capabilities, to help England Rugby to understand their fans on a deeper level.
To solve the challenge of being able to manage multiple brands within one solution, the Interaction Cloud offers a number of features. It empowered England Rugby to easily replicate the existing suite of experiences and simply reskin in each individual brand UI, before deploying.
Results
Capturing new fan data and diversifying the fanbase
By deploying a range of compelling experiences, such as a Team Selector, Player of the Match & Tournament votes and various pre-match predictors, in conjunction with utilising social reels to drive fans to England Rugby’s website/app, they have been able to see an increase in interaction levels.
To date, there has been over 1.5 million total interactions - measuring the number of times that fans have engaged with a poll, a quiz, a vote or any interactive content across any brand.
There has also been success in shifting the fan demographic and diversifying their audience - attracting a more balanced gender split and also increasing the number of young fans in the 16-24 bracket by 7x.
The average session time for the Team Selector experience is: 8m:47s. This offers a huge brand-exposure opportunity for partners to co-promote and co-brand the campaign and its assets. As well as the opportunity to directly reach the demographic of audiences who we know are engaging with the campaign(s).
+1.5m
Interactions to date
7x increase
In 16-34 demographic
“Database growth is a key objective as part of our digital transformation. And the Monterosa platform has enabled us to deliver towards this target. Over the last year, we have utilised gamification campaigns to engage new and existing audiences, building direct relationships and enriching the data of existing fans.”
James Reed
Senior CRM Manager
