CommerceTel Drives Houston Texans’ Mobile Subscriber Base Increase
The Houston Texans increased their mobile subscriber base by more than 200% using CommerceTel’s patented mobile marketing technology.
The Texans developed several innovative mobile marketing initiatives to drive higher subscription rates to mobile marketing programs, including news, scores, seats, and offers. Another goal was to drive higher sponsorship value by engaging more fans through the mobile channel. CommerceTel’s web-based campaign management and reporting platform was utilized to create customized mobile tactics and graphics, such as the Verizon Wireless Play of the Game, Houston Texans Community Player of the Month presented by Whataburger, and Pix-to-Screen campaigns that allowed fans to send pictures from their camera phones for real-time display on the team’s preseason television broadcasts and digital signage around Reliant Stadium.
“The response from our fans reflects the success of our venue and the technology supporting it,” said Nick Schenk, director of integrated media at the Houston Texans. “We’ve seen an unprecedented increase in our mobile audience since implementing CommerceTel’s solution. We believe we have only started to tap the vast opportunities to increase fan experience and sponsorship value through CommerceTel’s mobile marketing platform.”
During the 2011-2012 NFL season, the Texans executed mobile messaging campaigns ranging from live score updates to injury reports, transactions, and player autograph appearances. Every mobile messaging campaign generated subscriber growth rates in excess of 100%, with the Houston Texans’ mobile news alerts campaign growing by 206%.
“The Texans have implemented a variety of innovative mobile tactics to increase engagement with their fans,” added Michael Falato, senior vice president of business development and sales at CommerceTel. “We’re very pleased to be a part of their success in building an even stronger direct connection with their fan base, and ultimately higher sponsorship revenues.”