Name and city and state of marketer:
National Hockey League’s Washington Capitals
Caps Mobile Fantasy Challenge
The objective of the Fantasy Challenge is to select one Capital forward and one Capital defenseman for each Capital game and accumulate the most points according to the scoring system to win Caps prizes.
Tech-savvy sports fans
Call to action:
Promoted via Web ads, TV and radio reads and commercials and in-game ads, consumers are asked to text the keyword FANTASY to 43803.
Caps Mobile Fantasy Challenge content engages fans and gives them the chance to win great prizes on a monthly or per season basis.
After each game participants receive a text message with their score and rank.
The Capitals are able to schedule a single message to go to all participants-but by using tokens, the personalized score information is what gets delivered.
So far, 2392 fans have signed up to play the Fantasy Text Challenge. The game has generated more than 145,000 MT messages to date.
Hopefully this program will lead to more Capitals Mobile Club subscriptions and eventually sponsorship of either the game or the entire mobile initiative.
Additionally, we are considering developing an integrated game that encompasses mobile and online, WAP and even an application.
Quote from client:
“We are always looking to engage the fan and raise affinity to higher levels and this helps us achieve this,” said Michael Chan, senior marketing manager at the Washington Capitals
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