Case Study: Like Bobby, Meet Bobby Contest

CASE STUDY: Like Bobby, Meet Bobby Contest

ORGANIZATION: Houston Dynamo

BACKGROUND & GOALS

By being part of the Dynamo Insider, fans are able to get exclusive content, not found anywhere else. One premium content piece is The Adventures of Bobby Boswell, the official blog of Dynamo defender, Bobby Boswell. Written and published by Bobby himself, The Adventures of Bobby Boswell lets fans get an inside look into the ‘mind’ of Bobby and the many adventures he has around Houston and on the road.

Recognizing the high-volume traffic that each new adventure brought, the Dynamo wanted to take advantage of it by exploring new ways to grow their local fan base.

DETAILS

Always looking for ways to engage and offer unique opportunities to fans, the Like Bobby, Meet Bobby contest gave fans a chance to meet Bobby in person. To enter the contest, fans simply had to ‘like’ his most recent adventure on the Dynamo Insider. As a bonus, fans that shared the most recent Bobby adventure on Facebook and Twitter could double their chances at winning. The contest ran from June 19, 2011 to June 25, 2011.

ACTIVATION

The contest was promoted on all of the Houston Dynamo digital assets including Twitter, Facebook, their weekly email newsletter as well as prominently on the Houston Dynamo’s home page dynamic lead throughout the duration of the contest. Additionally, the Houston Dynamo personnel and players tweeted and shared the contest to their own personal networks.

RESULTS | JUNE 19 – JUNE 25

Facebook Impressions: 297,835

Twitter Impressions: 72,012

Facebook Likes: 284

Website Visits generated from contest: ~3,000

Absolute Unique Visitors: 49.76%

Average Page views: 3.13

Low Exit Rate @ Registration: 18.73%

Average time on site: 2.39 minutes

New visits: 70.63%

Thanks to content and promotions like the Like Bobby, Meet Bobby contest, the Houston Dynamo sold 488 tickets sales packages ($285K) from leads generated by the Dynamo Insider as of October 1, 2011.