Case Study: Watch A Game With Jeanie Buss

CASE STUDY: Watch A Game with Jeanie Buss

ORGANIZATION: Los Angeles Lakers

BACKGROUND & GOALS

With the help of GAGA Sports, the Lakers Courtside Connection has grown into the largest microsite in professional sports. Boasting 190k+ members, the Los Angeles Lakers looked to increase that number by developing a campaign that would take advantage of their distribution network while being able to produce hard numbers and measurable results for sponsorship.   For the Lakers, the answer was simple: Jeanie Vision. A video blog by Jeanie Buss herself on the Lakers Courtside Connection, which Sports Illustrated deemed “easily the Internet’s best reality show these days,” was the perfect opportunity. With the support and creativity of Jeanie, the Lakers launched the Watch A Game With Jeanie Buss contest. Hosted on Lakers Courtside Connection, one lucky winner would win 4 tickets to the Sacramento Kings game on January 28, 2011 and have the chance to meet and sit next to Jeanie Buss during the game.

DETAILS 

Between January 5, 2011 to January 20, 2011, Lakers Courtside Connection served as ‘home base’ for the Watch A Game With Jeanie Buss contest.   Utilizing their distribution outlets including Facebook (10MM+) and Twitter (2MM+), the Lakers were able to funnel in fans to the site for data capturing which they were able to quantify the success of the campaign with. Data captured included Full Name, Date of Birth, Phone number, opt-ins, and email. Based on the data, the Lakers are able to develop community profiles for which they will have a better understanding of their fan base with an opportunity to target specific individuals for marketing purposes.

RESULTS

*All entrants supplied their mobile number upon entry.

Total Entrants: 3,482

New Registered Users: ~1,900

Opt-In Lists and Segmentation (New) Lakers Insider Subscribers: 1,356

Laker Alert Opt-ins: 2,173

Lakers STH Waitlist: 945

Lakers Partners: 821

Lakers Youth Outreach:553

Lakers Group Tickets: 966

Lakers Game Notes:  1,049

Demographic Breakdown: 29.5% Female, 70.5% Male

Total Facebook Impressions: ~615,000