This is NOT your father’s register to to win program
MyColts.net launched a new promotion last week in which title sponsor, RCA, is giving away flat-screen TVs for the fans who write the best blogs. RCA is asking Colts fans to talk about what it’s like to watch Colts games on TV, and how much better their experiences would be if they had a brand new TV set from RCA.
So far this promotion could serve as an example to all sponsors, especially those who have shied away from social media because they think fans will say bad things about their products. In this case, this promotion seems to have tapped a lot of pent up love for RCA.
A few things that make this contest interesting:
1. It’s more than JUST a register to win contest
The MyColts / RCA promotion requires a lot out of the fans. To win this contest you gotta earn it. Fans are writing well thought out posts, many of which are over 500 words. Many include photos. All are very passionate. These fans are investing a lot of emotion in the contest, and they’re doing it amongst the friends they have come to know in the MyColts.net community. All of this emotional investment is money in the bank from a Colts brand equity standpoint. It’s the kind of stuff that members enjoy. It gives them a chance to compete, express their passion, gives them stronger identity among their peers, and gives them a chance to earn special privileges from the Colts.
2. Fans appreciate MyColts.net and value RCA’s sponsorship
Above is just one of several comments that appeared on MyColts.net immediately the promotion was announced. Click on the image to see the rest.
Note: these are not the contest entries. These are just the fans’ initial reactions to hearing about the promotion. Note that fans take time to thank both RCA and the Colts. This is a perfect example of how we want fans to feel…we want them to feel closer to the team, and we want them to realize that fun stuff like MyColts.net would not be possible with our sponsors like RCA. RCA is adding value to the fans’ experiences, and these posts illustrate the fact that the fans understand and appreciate this fact.
3. Fans appreciate RCA, on MyColts and Facebook and RCA is responding
I clipped these comments from a long thread of similar fan posts on RCA’s Facebook page. Click on the image to see the rest.
How many promotions have you seen that have inspired fans to praise a product to their friends? Seems to me that if I’m a Colts fans, and I read a friend talking about how much he or she loves RCA TV sets, I will probably at least consider purchasing RCA next time in the market. Don’t you think?
So far this promotion is a success in the eyes of RCA partly because of the buzz it has created on mycolts.net, but also because the promotion has spilled over onto Facebook. One of RCA’s secondary goals with this promotion was to breath some life into its Facebook fan page. In the first few days after launching, membership on the RCA fan page nearly doubled, and as you can see from the image above Colts fans are posting unsolicited testimonials about RCA and its products, and perhaps more importantly, RCA is replying to the posts and participating in the community. This is another big step in the right direction, and hats off to RCA for investing the time to engage with Colts fans in this way. This is a great example – albeit small – of the right way to engage in online sports sponsorship.
Here’s a summary of fan activity so far:
There were 103 blog post entries in five days 10/15/09-10/20/09. Subsequent posts will be entered to win a TV Next week. In all, RCA is giving away five televisions from October through January. Fans are encouraged to write every week for chances to win.
The posts were a lot of fun for site members. Seems nothing bonds fans like their TV viewing experience.
Some fans watch with family, some friends, some both. Some are outside the TV viewing area and tell tales of searching for the game in sports bars.
Some talked about calling/texting other fans during the game. Others detailed the struggle to watch the game while caring for young children.
The winning post:Week 1
Why I NEED an RCA LCD here in NJ
Posted 10-20-2009 by karenloves18
How I Watch My Colts on Game Day:
Sunday is the highlight of my week during NFL season. I awake early and remember to put on my blue #18 jersey and my lucky horsehoe-charm necklace in anticipation of a Colts victory. Here’s the intriguing part now: I live in New Jersey (the actual home to not one, but two NFL teams as you know) and finding a Colts game airing on television here is virtually impossible, unless it’s a prime-time, nationally-televised game. This leads to one of two scenarios for me on game day. Read the rest
awesome post ….
Another way to bring the team closer to the fans and a good marketing strategy.
Thats a very good marketing strategy! Great post! This is the way to go…
Thanks a lot for sharing.
good work keep bloging
nicely thought out marketing technique
While RCA television where a solid choice in years past I believe that their quality has fallen from the move from CRT to LCD. However, who doesn't love a free tv? This was a very well thought out marketing strategy by RCA, props to them.
Great, It's a good Marketing Strategy by RCA..
This is a very smart strategy. Whoever has been advising them is on the money. By getting fans to write blogs they are adding new content all the time to their site. What this means is that they will climb higher up the search engines. The free tvs is a great incentive and will help them to grow their own fanbase as well.
It feels like old-fashioned payola to me, but maybe this is the way things will be done going forward. Seems a little underhanded though.
Wow — that's some major loyalty if the Colts are getting 500 word posts, etc. Any business would kill for that kind of customer interaction, and in today's seemingly "get the sale and move on" mentality, who knew it would take a sports team and an electronics maker team-up to teach Wall Street a thing or two about customer loyalty!
Great marketing strategy. Thanks for sharing it with us. More power!
This is a really well thought out promotion and marketing idea. I'm sure it already has increased traffic flow to the Web site. It helps out both RCA and the Colts and it relies on the already strong relationship between those two brands to appeal to fans. This will help both organizations gain brand loyalty which is inevitably what you want. Not only that, it gives casual MyColts.net users a reason to become more involved. It's also enhancing an already strong fan network on the Web site because a lot of people are leaving friendly and thoughtful responses regarding other people's contest entries as well. I'm sure more people are giving RCA TV's a look because of this as well.
Very well done!
Yeah,agree!
Their politics is really cool and profitable for them and their clients both!
Very informative. Great marketing strategy. Thanks for sharing. Keep up the good work and more power to RCA!
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nice post ..also puting hand forward to bring harmony between teams and also marketing it.
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