TV-promotion

Case study

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The CFL is the most popular professional sporting league in Canada, without ice skates! The CFL 2013 Grey Cup Championship between the Saskatchewan Roughriders and Hamilton Tiger-Cats was the single most-watched sports program in Canada in 2013.

The Challenge

The CFL is the most popular professional sporting league in Canada, without ice skates! The CFL 2013 Grey Cup Championship between the Saskatchewan Roughriders and Hamilton Tiger-Cats was the single most-watched sports program in Canada in 2013.
CFL were after a technology that would drive television tune-in, fan engagement, real-time reminders and ticket sales in both English and French, at scale.

The Solution

The CFL and its Canadian broadcast partners, TSN, and French-Canadian sister channel, RDS, partnered with CalReply to bring fans a unique Twitter-enabled Calendar Reminder offering that gives fans a deeper connection to CFL and TSN/RDS than ever before.

CFL chose CalReply to enable fans to add game reminders to their smartphone. To get reminders, fans simply follow the instructions on television by Tweeting @CFL #SCHEDULE or @CFLonTSN #SCHEDULE or @RDSCA #CALENDRIERLCF (for French speakers).

CFL fans don’t want to miss a single game. With CalReply, a simple tweet makes sure they don’t,” said Christina Litz, the CFL’s Vice President of Broadcast and Media Assets. “Further, fans who sign up get pre-set game reminders, as well as tune-in details and ticket purchase information within every calendar entry.”

Fans can choose to add the whole CFL schedule or just that of their favourite team. Once added, a calendar reminder provides fans with information about where to watch the game, the game hashtag so they can participate in live social conversation, and a link to purchase tickets. Once the playoff schedule is known, fan calendars will be updated automatically with game details via CalReply’s remote publishing feature.

User exprience

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Try it for yourself

  1. Open Twitter
  2. Tweet @CFL #SCHEDULE or @CFLonTSN #SCHEDULE or if you speak French @RDSCA #CALENDRIERLCF
  3. Swipe down to refresh your notifications
  4. Click the link in the reply
  5. Click ‘Add to calendar’

In-stream Integration

The CFL used their Twitter account to promote calls-to-action to build subscribers by shouting out to followers, such as this example:

in-stream-integration

Website Integration

In addition to integrating via Twitter, CFL has created website assets that link directly to their calendar. Links have been added to the Schedule menu, the CFL Fan Zone and ads promoting the calendar have been included throughout the sites ad inventory.

website-integration

Key features used by the CFL

Pre-Game Reminders

Prior to every game, subscribers receive a tune-in reminder on their smartphone. The reminder includes all the must-knows about the game like which teams are playing, which channel to watch on (TSN, TSN1 or RDS) and time of kickoff. Reminders also include valuable engagement content like links to follow game-related #conversations on Twitter, links to watch the game online or to purchase tickets online.

Ticket sales links

Leagues and sporting teams generate significant revenue from ticket sales. CFL has included links to the Ticketmaster, driving ticket revenue from within CalReply reminders. When a fan opens the event in their calendar, they are deep linked to the ticketing page for the event where they can instantly purchase a ticket.

tickets-sales-links

Remote Calendar Modification

The CFL schedule changes from month-to-month. Games are played in the evening during June, July and August, and then shifted to afternoon kickoff in September and October. Factor in the playoffs, and it’s not exactly an easy task to keep track of the fixture. With change comes uncertainty, and with so many entertainment options for consumers these days, brands just can’t afford to leave their fans looming with ambiguity. CalReply answers the call by offering the CFL the ability to remotely update fan calendars in real-time.

What’s this? It’s the ability to revise any event on the fly via CalReply’s dashboard. Uh oh, last minute change in schedule…no problem. Playoff picture still up for grabs…we’ve got it covered.

CalReply’s automated dashboard can publish changes to all subscriber events so that 100% of game reminders are 100% accurate, 100% of the time, in real-time.

Multi-language support

CFL has taken advantage of CalReply’s multi-language capabilities by enabling calendars in English for TSN and in French for RDS, giving fans the option to consume and respond to the media in either language. Below is an example of a calendar in French:

multi-language-support

Multi-handle support

You might have noticed we’re promoting 2 distinct @Handles (@CFL and @CFLonTSN) to viewers. This is intentional. So that both the CFL and TSN can deliver this integrated offering to their followers via their proprietary brands, CalReply has synchronized two Twitter handles to the same Twitter page. All consumer inbound Tweets are filtered and managed through one Twitter profile keeping all interactions in one unified location.

What’s more, CFL, TSN and RDS are taking the bull by its horns and utilizing multi-channel promotional strategies to deliver this offering, at scale, to fans. By incorporating a mix of On-Air, Social Media, OOH, Digital and Print outreach, CFL, TSN and RDS are primed to further grow fan engagement.

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