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Miami Dolphins Rewarding Loyal Fans [Case Study]

OVERVIEW

Client: Dolphins

Type: NFL Team

Scope: Integrated with all team assets including: Stadium, 750 Registers, 4 Facebook & Twitter pages, Various web properties, Online eCommerce & Ticketing Systems

Known as one of the most technologically progressive teams in the NFL, The Miami Dolphins wanted to develop a loyalty program that allowed them to: reward their most avid fans, drive purchases and renewals of season tickets, and increased fan engagement across the team’s various channels.

With declines in NFL game attendance overall, the Dolphins were searching for ways to encourage both game attendance and team interaction with a rewards-based program that would represent a first of its kind in
their industry. With a long-standing reputation for showing fans their appreciation, they wanted to provide fans with access to unique experiential opportunities that brought them closer to the team than ever before.

SOLUTION

Leveraging the CrowdTwist platform, the Dolphins have created the ultimate fan rewards program known as the Fin Club. Fans who join the program earn points for all the ways they interact with the team including: purchasing and renewing tickets, buying merchandise online and in-stadium, providing deeper profile data,  engaging across the team’s various  web properties, Facebook and Twitter pages, opening  and clicking on team emails, and even checking-in at the stadium and participating sponsor locations via Foursquare.

In return, fans gain access to the kinds of experiences and products that money can’t buy. These include anything the team wants such as running the flag onto the field during game day, photo opportunities with players, autographed memorabilia and other high value experiences. Fans readily share their excitement across their social networks driving valuable earned media impressions and new membership in the program.

The Dolphins actively promote the program to existing season ticket members, in-stadium, through targeted fan emails, their online web properties and via the team’s various social pages.

RESULTS

The CrowdTwist platform is delivering significant increases in fan engagement, social activity and fan spend.

•     Delivers more revenue - With the platform integrated across all of the team’s transactional channels including their ticketing, eCommerce and in-stadium POS systems, the Dolphins are now able to measure increases in individual fan spend as well as season ticket renewals.

•     Captures the highest value fan segments - The program’s existing members account for approximately 63% of all 2012 team revenue. In addition, Fin Club members who are also season ticket holders were 156% more likely to renew their season tickets.

•     Drives significant increases in engagement - The program has generated significant fan attention and participation with a member base that’s growing at over 35% a month, 42% of which actively engage with the team across their various channels 5x or more every week.

•     Provides actionable data  - The program gives the team extensive and ongoing data on individual fans allowing them to identify which fans are most engaged, influential and valuable to the team. This
data has driven a conversion rate  that’s  11x  greater than  their  traditional lists  used  for new season ticket member acquisition calls.

Hear more from CrowdTwist including additional case studies from Zumiez, Fox and Sony Music in their recently released white paper, Measuring Loyalty Beyond Simply Spend.

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