SPEED Channel

"SPEED has accumulated 10,000 dedicated SMS alerts subscribers for SuperCross, 7,000 for Formula 1 and 6,000 for NASCAR."

 

The Challenge

SPEED competes against other major sports networks and motorsports websites in a highly competitive marketplace.  It has the rights to a number of world class race series, such as Formula One, NASCAR and AMA Supercross, and it produces a number of original entertainment and auto enthusiast programming.

With the goal to establish itself as The Motor Sports Authority, the broadcaster wanted to drive traffic to its online content while increasing viewers to its channel.  To make this happen, SPEED needed to build loyalty by engaging with its audience.

The Solution

SPEED wanted to provide its viewers with time sensitive information, such as race results, breaking news and other tune-in content. The broadcaster also needed to run contests as a way of creating engagement.

Race Alerts and Updates
Using 2ergo's Mobile Messaging Manager, SPEED sends SMS alerts reporting on the latest results from NASCAR, Formula 1 and motorcycle racing series (MotoGP, World Superbike, AMA Supercross, etc.) along with breaking news and live event streams.

The mobile content is provided via "alerts" set up using SMS short codes which are publicized online and on air through a lower-third screen graphic.

SPEED manages its own campaigns via 2ergo's self-service platform, and also uses the technology as a way to generate revenue through advertisers.

Barrett Jackson - Speed Fantasy Bid
SPEED also leveraged 2ergo's mobile marketing technology to enhance awareness and interactivity of its highly viewed Barrett Jackson Automotive Auctions as well as associated commercial partnerships and sponsorship opportunities with advertisers such as Hagerty Car Insurance for the Hagerty Fantasy Bid.

SPEED broadcasts four live Barrett Jackson Automotive Auctions each year which all drive very high ratings.  These auctions provided a great promotional platform for the viewers to interact with the telecast and doubled as a web/wireless promotion. SPEED created the Fantasy Bid game concept that offers viewers the chance to guess the value of a car being auctioned before it crosses the auction floor; for example, a guess of $300,000 for a Mercedes-Benz SLR McLaren Convertible.

Using the website or SMS to enter, viewers have 10 minutes before the auction of each car to guess the final auction price for a chance to win an iPad. Prizes are awarded based on being the fastest to bid and being the closest to the final auction price without going over. While playing along, viewers aggregate points per car and also compete for total points per day to win a TV and total points for the entire weekend to win a home theater system.

Dream Ride Contest
2ergo's mobile platform was also used to fulfill SPEED's Dream Ride Sweepstakes.  This was advertised on air, and viewers could enter the sweepstakes online or via SMS to win the ultimate SPEED experience that "money can't buy."

The Results

SPEED has accumulated 10,000 dedicated SMS alerts subscribers for SuperCross, 7,000 for Formula 1 and 6,000 for NASCAR.  Subscriber feedback is good and churn rate is low, as these alerts keep viewers up to date with immediate results and information.

Barrett-Jackson SPEED Fantasy Bid continues to be a huge success.  One event in January saw 700,000 bids with 250,000 of those being sent via SMS. Over 1 million bids have been cast over the past year with a couple auctions generating almost half of the bids via SMS. The SMS campaign is a perfect example of a "point-of-sale" instant action campaign, coordinating the online entries and on-air programming. In fact, since SPEED announcers promoted the SMS entry option, SMS entries increased by 200%.

With the SPEED Dream Ride contest, the broadcaster received almost 200,000 entries during the promotion with almost a quarter being generated via SMS.