Brooklyn Sports & Entertainment leveraged first-party data management platform provider to drive sponsorship revenue with a digital campaign
AUSTIN, Texas, Sept. 8, 2017 /PRNewswire/ — Umbel, the leading first-party data management platform for sports and entertainment organizations, working alongside Brooklyn Sports & Entertainment (BSE) and JetBlue. Together, they created the ‘Fly Me To’ Sweepstakes, giving fans of the NBA’s Brooklyn Nets and NHL’s New York Islanders a unique opportunity to win tickets to fly out to road games.
BSE used Umbel’s campaigns to create ten sweepstakes across seven US cities. Because of how quickly teams can build campaigns within Umbel’s platform, the process took 10 days to fully deploy the campaign. While JetBlue supported the campaigns via its own social channels, Umbel’s Digital Media Services team promoted the sweepstakes via Facebook ads that targeted regional sports fans, as well as consumers with a brand affiliation to JetBlue.
“At Umbel, we strive to help sports and entertainment organizations realize the potential of data. The ‘Fly Me To’ Campaign was a perfect opportunity to bring two well-known brands together to create an effective, data-driven marketing campaign and sponsorship activation,” said Natasha Morgan, Vice President of Marketing at Umbel. “The campaign delivered great results, and connected both BSE and JetBlue with consumers they might not otherwise reach or knew little about.”
As a sponsor of the promotion, JetBlue not only received greater brand awareness, but also campaign performance metrics and data on the fans that interacted with the campaign. The data provided key demographic information including contacts, demographics and brand affinities from social media.
Overall, 15,000 fans engaged with the promotion and 9,765 of those fans were net-new to BSE’s database. While ticket sales weren’t a goal of the campaign, BSE earned an additional 7.4x return on ad spend from the Islanders ticketing campaigns and a 3.3x return on ad spend from the Nets campaigns.
For more information on Umbel and its platform’s use cases, please visit, https://www.umbel.com/success-stories/.
At Umbel, we believe data is the most valuable asset a business can own. With the Umbel data management platform, some of the most recognizable names in sports and entertainment access, acquire, activate and analyze their customer data to increase engagement, revenue and loyalty. Founded in 2010, Umbel is headquartered in Austin, Texas.