Miami Dolphins Triple Mobile-Subscriber Base with CommerceTel
The Miami Dolphins have increased their mobile subscriber base by more than 300% during the past year using CommerceTel’s patented mobile marketing technology.
The Dolphins launched several innovative mobile marketing initiatives, including news, scores, seats, and offers, to help increase ad sales. The team also drove higher sponsorship value by engaging more fans through the mobile channel. On the FINSIDERS radio show, fans asked questions directly to the studio hosts and guests via text messages and shared comments with each other via a game-day ticker on the MiamiDolphins.com site.
Text-to-win promotions encouraged fan interaction and helped drive mobile subscriptions as well. The Dolphins used CommerceTel’s web-based campaign management and reporting platform to create and execute each of these successful initiatives.
“Mobile has quickly become an integral part of our overall marketing and fan engagement strategy,” explained Wayne Partello, senior director of content and creative services for the Miami Dolphins. “We wanted to communicate with our loyal and passionate fans anytime, anywhere, and in a cost-effective way. Using CommerceTel’s mobile marketing platform, we not only increased our mobile subscribers by over 300%, but also exceeded our advertising revenue projections by a wide margin.”
During the 2011-2012 season, the Dolphins executed several mobile messaging campaigns including quarterly in-game score updates, transactions, injury alerts, and player autograph appearances. Every mobile messaging campaign generated subscriber growth, with the Miami Dolphins’ mobile news alerts campaign growing by 370%. The Dolphins have also launched a tribe specific to their cheerleaders and fans who can join by texting “Cheer” to 347347. Season ticket holders will also have the option to receive communications via text as their preferred form of communication versus email, phone, or print.
The team also leveraged their social media presence with a mobile web opt-in page integrated into their Facebook page and MiamiDolphins.com website. The team used the Miami Dolphins Cheerleaders Facebook page and SMS to send informational blasts to their fans.
“The Dolphins used our platform to take their mobile marketing to a new level,” added Michael Falato, senior vice president of business development and sales at Txtstation/CommerceTel. “We are proud to contribute to their success in building an even stronger direct connection with their fan base, and ultimately higher sponsorship revenues.”