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Case Study
Early in 2009 the marketing group discussed creating a 'bracket' promotion timed to coincide with the college basketball finals.
Our goals for the promotion were to:
Gain e-mail opt-ins from user registrations
Encourage multiple repeat visits to our site during the contest
Increase awareness for our online properties
Gain many new subscription leads for downstream purchases- Present users with an interactive, fun experience that could be sent to their friends to gain more exposure.
Throughout the entire process, Bracketeers excelled in a few areas that made the promotion very successful for us:
Communication: Great attention to detail and understanding of our precise business requirements. There was a good deal of pre-production work that was instrumental to delivering a final product that matched our exact needs. During the process, we were constantly kept up to date and didn't have any doubts as to progress, deadlines and deliverables.
Responsiveness: Throughout the process, Bracketeers was extremely responsive to all of our requests. As this was a new promotion for both parties, there were some oversights that weren't apparent until the product was close to going live. Changes, updates and fixes no matter how large or small were addressed very quickly and ensured that a solid product was delivered on time & budget.
Results: Bracketeers delivered a high-quality product on a short deadline that was customized precisely to our needs and integrated well with both our platforms and our content (not to mention visually very impressive and on-brand). Over the course of the month long promotion, we received 647,000 sessions, 4 million page views, and average time on site of 3 minutes and 20 seconds.
Return on Investment: We achieved all our business goals with more than 60,000 registrations, 10% forward to a friend rate, 7,000 prize redemptions, and an expected ROI between 5.60 and 6.60 in just a few months after contest launch.
We plan on working with Bracketeers again in the future based on the results of our first promotion and would give them a very high recommendation for communication, responsiveness and delivering results."
- Director of Online Marketing, Playboy - June 2009