UPICKEM How to Sell College Basketball January 2011.

UPICKEM • How to Sell College Basketball • January 2011UPICKEM • How to Sell College Basketball • January 2011

UPICKEM • How to Sell College Basketball • January 2011

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THE PRESENTERS

Matt CoenOwner & Co-Founder

Julie FoleyDirector of Affiliate Success


Work With The Pros

To date, UPICKEM has executed• More than 30,000 contests• On more than 1,500 local

media sites• More than 4.5 million players

have participated

The oldest, most trusted online contest provider


UPICKEM OVERVIEWNATIONAL CONTESTS CUSTOM CONTESTS

Pro Football Photo Contests

Super Bowl Video Contests

Oscars Essay Contests

Pro Racing Enter-to-Wins/Sweepstakes

Hockey Playoffs Custom National Sports

College Basketball Local Sports

Pro Golf Brackets Contests

Top 15 College Games Pay to Enter/Pay to Vote

BCS College Bowl Games Read/Watch/Listen & Win


AGENDA

• College Basketball Contest Overview• Revenue Models • Additional Tactics• New for UPICKEM College Basketball 2011• Q&A


COLLEGE BASKETBALL CONTEST OVERVIEW

• Choose from two different game options, or offer both!

• Players choose winners for each game

• Players estimate final points for tie-breakers

• Players score points for correct picks• Ability to log in with Facebook

account• Mobile Version


COLLEGE BASKETBALL CONTEST OVERVIEW• National prizes for both up-front and

progressive games are provided• Add local prizes if you wish• Players can create their own

private/public groups to play with friends

• Turn key solution managed by Second Street

• All the revenue is yours to keep!


COLLEGE BASKETBALL CONTEST OVERVIEWDemographics• Primary Audience of Men 18 - 34

• According to CBS, online demand for tournament content has increased 147% from 2007

• The NCAA estimates there are 14.3 million working people who consider themselves big basketball fans. – These fans spend 90 minutes a week (or roughly 13 minutes a

day) looking at basketball websites.

• College basketball ad spending increased 9.7% over last year according to the NCAA

• Online bracket games are played by 79% males and 21% females


Revenue Models


Revenue Model #1Exclusive Sponsor

KFMBSan Diego, California


RESULTS2010 Results • Earned $10,000 in revenue• Had one exclusive sponsor• Attracted more than 1,200 players

• Expect to earn $10,000 on basketball in 2011• Using the single sponsor model again in 2011


KEYS TO SUCCESS

• Sold as an integrated on-air and online promotion

• Heavy promotion of the contest online and on-air

• eBlasts sent throughout the tournament with sponsor coupon

• Offered online coupons

• Local prizes offered each round and for grand prize


PROGRAM DETAILSOn-Air Advertising Details• Starting on March 4 - countdown• Register - Sunday, March 14• Play Now - March 14 evening -

March 18 morning• News 8 Sports references:

– Pre promotion – week of March 18

– Reminder to play and make picks - March 15 - 17

• Final Winner (local) congratulations on April 6


PROGRAM DETAILSOnline Advertising Details• Home Page Pencil Ad• Sports Pencil • Big Box/ Leaderboard ROS ad

units • PreRoll• Sports section fixed link • Story Page - listed under sports

navigation• Advertiser coupons• Heavy eBlast schedule


PROGRAM DETAILS

Online Advertising Details• Fixed banner ad with link to

special offer coupons


PROGRAM DETAILSeBlast Advertising Details• Initial invite to KFMB database• Invite to all past KFMB contest players• Reminder emails to registered players• Winner emails sent after each round• Results/wrap up email after final round


KEY TAKEAWAYS

• Sold as an integrated on-air and online promotion

• Heavy promotion of the contest online and on-air

• eBlasts sent throughout the tournament with sponsor coupons

• Offered online coupons from the sponsor


Revenue Model #2Triple Contest

The Minneapolis Star TribuneMinneapolis, Minnesota


RESULTS

2010 Results • Had three sponsors• Attracted more than 9,300

players with the triple contest approach


KEYS TO SUCCESS• Offered three different bracket

contests to keep people involved throughout the entire tournament

• Heavy promotion of the contest • Offered a local grand prize


KEY TAKEAWAYS• Offered three different bracket

contests to keep people involved throughout the entire tournament

• Heavy promotion of the contest

• Great targeted sponsor


Revenue Model #3 Bundle Basketball with a

Large Ad BuyThe St Louis Post-Dispatch

St. Louis, Missouri


RESULTS2010 Results • Total annual investment from the

advertiser was $37,000 and were able to add $5,000 allocated to the contest for a total of $42,000

• Attracted more than 3,600 players

• Expect to add $10,000 for basketball to Midas’ overall ad buy


KEYS TO SUCCESS

• Integrated the contest with a larger ad buy to increase annual spend

• Sold as an integrated print and online promotion for both upfront and round contest

• Heavy promotion of the contest online and in print


PROGRAM DETAILS

Print Advertising Details• Promo ads ran in the sports

section promoting the upcoming contest

• Print ads promoting the tournament ran for three weeks with sponsor logo


PROGRAM DETAILSOnline Advertising Details• 300x90 and 215x125 house

ads ran on the homepage of stltoday.com

• 728x90 leaderboards ran ROS on stltoday.com


KEYS TO SUCCESS• Integrated the contest with a larger ad

buy to increase annual spend

• Heavy supported through house ads and marketing efforts

• In addition to the contest the sponsor received advertising in-print, online, niche pubs, behavioral targeting ads, blog sponsor and e-blasts.


Revenue Model #4Leverage sports talent to

create buzzThe Atlanta Journal Constitution

Atlanta, Georgia


RESULTS2010 Results • Earned $10,000 in revenue• First time running online

version of College Basketball contest in 23 years!

• Attracted more than 5,300 players

• Expect to earn at least $10,000 on basketball in 2011


KEYS TO SUCCESS• Used Mark Bradley’s “celebrity status” to

generate major interest in the contest

• Mark Bradley participated as a VIP picker

• Local sports columnist blog generated huge buzz when he announced the first-ever ONLINE only bracket contest in 23 years

• Sold as an online only campaign with one exclusive sponsor

• Printed the bracket in the paper with sponsor logo to generate more interest.


PROGRAM DETAILSPrint Advertising Details• Printed bracket in the paper before

the tournament began to generate contest interest

• Added sponsor logo to printable bracket from contest site


PROGRAM DETAILSOnline Advertising Details• Final Four Page

• Wallpaper, 300X250, 728x90• Mark Bradley Blog

• 160X600• Sports eNewsletter

• 300X250• Sports – added value

• 300X250, 728X90


PROGRAM DETAILSOnline Advertising Details• Telecom BT

• 300X250, 728X90• ROS and targeted to Atlanta DMA

• Geo Zones• 300X250, 728X90

• ROS – added value• 300X250, 728X90

• Sports eNewsletter


KEY TAKEAWAYS• Leverage your sport talent’s

“celebrity status” to generate major interest in the contest

• Have your sports talent participate as VIP pickers

• Have your local sports talent promote the contest online, on-air, in print and through social media


Revenue Model #5Make your Advertisers VIPs

The Daily GazetteSchenectady, New York


RESULTS

2010 Results • Earned $70,000 in revenue

• Have 16 sponsors & advertisers• Attracted more than 600 players


KEYS TO SUCCESS

• Sold as an integrated print and online promotion

• Multiple Advertisers and Sponsors

• Advertisers participated as VIPs

• Advertiser’s picks printed in the paper each week

• Heavy promotion of the contest


PROGRAM DETAILS

Print Advertising Details• 22 consecutive weeks

• Head shot printed weekly with latest picks and performance to-date

• Relevant NFL coverage flows over top of environment

• Double truck of sports

• Single box: 2 col. X 4”

• Double box: 4 col. X 4”


PROGRAM DETAILS

Online Advertising Details• Rotating 300x250 banners

• Additional promotion for partners


Using this Model for Basketball

Newspaper Advertising Details• Three consecutive weeks

• Round 1: March 17-18, 2011

• Round 2: March 19-20, 2011

• Sweet 16: March 24-25, 2011

• Elite 8: March 26-27, 2011

• Final Four: April 2, 2011

• National Championship: April 4, 2011

• Head shot printed 10 times throughout the tournament with latest picks and performance to-date

• Relevant basketball coverage flows over top of environment

• Double Truck, Full Page or Half Page in sports



TV Advertising Details• Three consecutive weeks

• Round 1: March 17-18, 2011

• Round 2: March 19-20, 2011

• Sweet 16: March 24-25, 2011

• Elite 8: March 26-27, 2011



• Advertiser picks mentioned on-air throughout the tournament with latest picks and performance to-date

• On-air promotion spot branding beginning before and during the tournament



Radio Advertising Details• Three consecutive weeks

• Round 1: March 17-18, 2011

• Round 2: March 19-20, 2011

• Sweet 16: March 24-25, 2011

• Elite 8: March 26-27, 2011



• VIP picks mentioned on-air throughout the tournament with latest picks and performance to-date

• Mention VIPs top four upset picks on sports show/morning show


• Multiple advertisers/sponsors• Make your advertisers VIPs• Showcase their picks in your traditional media• Heavily promote

Key Takeaways


Go For Three!


Additional Success Tactics

• Identify media partners• Secure prize partners• Extend bracket mania


SECURE MEDIA PARTNERS

Identify Promotional Partners• Approach other local media to help

promote your contest• Offer display, online or on-air ads every

week, recognition as sponsors, and VIP spots

• Ask for display or on-air mentions from your partners each week to help promote your basketball contest


IDENTIFY PRIZE PARTNERS

Secure Prize Partners• Offer advertising and VIP pick in

exchange for each round and grand prizes

• Announce weekly winners online, through eBlasts, on-air or in print

Weekly Prizes

Grand Prize


“Jack FM’s March Mullet Madness Bracket”KFMB-TVRegistrations: 566Page views: 16,300

“We took a tongue-in-cheek approach to the annual basketball event and followed the timeline with our own "Jackified" version of brackets.”

“64 Things HOG Heads Love…To Hate”WHQGRegistrations: 1,646Page views: 100,000Revenue: $20,000

“Over $20,000 was made in sponsorships as each of the four bracket "regions" was sold to a client (Midwest Metals, Hal's Harley-Davidson, Schlossman;s Dodge City and supplement warehouse).”

“The Beer Bracket”St. Louis Post-DispatchRegistrations: 1,737Page views: 49,750

“A local pub sponsored the contest and provided prizes – they even set up a laptop at the bar so folks could enter the contest right there. It also included an embedded chat, so users could interact with our resident beer expert.”

“Best Sports Bars Bracket”Fort Worth Star-TelegramRegistrations: 140Page views: 4,500

“The contest attracted new users to our site and significant chatter among the sports bars, which make up a big segment of our advertisers for DFW.com and its print pub, DFW.com INK.”

“Pick A Pizza”The Florida Times-UnionRegistrations: 2,331Page views: 60,400 “There were about 2,331 participants in the contest and it garnered a lot of attention! The contest was sponsored by Mellow Mushroom. They provided a gift certificate to give out to one random participant at the end of the contest.”

EXTENDING BRACKET MANIA

http://kfmb.upickem.net/upickem/registration/login.asp?contestid=15224

http://kfmb.upickem.net/upickem/registration/login.asp?contestid=15224

http://1029thehog.upickem.net/upickem/registration/login.asp?contestid=15072

http://upickem.stltoday.com/upickem/registration/login.asp?contestid=14713

http://contests.star-telegram.com/upickem/registration/login.asp?contestid=15254

http://contests.jacksonville.com/upickem/registration/login.asp?contestid=16825


RESULTS2010 Results • Earned $20,000 in revenue• Had four sponsors• Attracted more than 1,600

players


• Bracket game of 64 things picked by 102.9 The Hog and brackets decided by listeners

• Each “division” sponsored by a different advertiser

• Advertisers also provided prizes to the winner

PROGRAM DETAILS


KEY TAKEAWAYS• Tongue in cheek approach and

promotion generated over 100,000 page views

• Secured a prizes from paying sponsors to encourage play from listeners

• Promoted other sports games to audience on the welcome page like NASCAR, College Basketball and Pro Football


RESULTS2010 Results • Hooter’s was exclusive

sponsor• Promotion ran during

College Basketball Tournament

• Attracted more than 550 players and 16,000 page views


• Ran a “Calling all Mullets” contest to generate entries for the bracket contest which started the same day as the college basketball tournament

• Supported by on-air promos, eBlasts and the contest site!

• All mullet submissions featured in the bracket each received hot wings from sponsor

PROGRAM DETAILS


KEY TAKEAWAYS• Created brand new dollars from title

sponsor

• Capitalized on popularity of March Madness

• Tongue in cheek approach and promotion generated good page views

• Planning another fun bracket contest that will run alongside the 2011 March Mayhem


New Features for College Basketball 2011


NEW FEATURES FOR 2010

• Ability to log in with your Facebook account

• Post contest activity on Facebook newsfeed

• Redesigned, yet modifiable welcome page

• Redesigned picks page

• 1,000,000 grand prize is back!


Status updates • Automatically updates your status

when you sign up to play and when you make your round by round or upfront picks!

FACEBOOK INTEGRATION


FACEBOOK INTEGRATION

Facebook Friends on your Profile Page

• See what Facebook friends are playing Pro football and Compare Picks on your Football Contest Profile Page


$1,000,000 NATIONAL GRAND PRIZE• Grand Prize winner receives a chance to win $1,000,000

– The national grand prize for the player with the highest score is a President Series College Watch from GameTimeShop.com and a 16GB iPod Touch sponsored by Upickem

– $1,000,000 for 100% correct picks

– $10,000 for only missing 1 or 2 picks

– $1,000 for only missing 3 picks

• The six round national prizes in 2011 are: – Fathead of your choice from Fathead.com

– 16 GB iPod Touch for overall winner


MOBILE VERSION

Returning for its third year, our mobile version of the contest!– Works from any smartphone– Separate ad spaces for mobile version– Quicker and easier to use– Integrates with Facebook


• Print & web promo ads• Radio scripts• Game overview• Scope of game document• Advertiser & Sponsors

prospect list• Sales PPT

SALES RESOURCES


BENEFITS• Build Audience, Page Views and Awareness• Generate Sponsorship & Ad Revenues• Build User Database for Email Marketing


Q&A

Julie FoleyDirector of Affiliate [email protected] x 4910 (Toll-Free)

Matt CoenOwner and [email protected] x 4902 (Toll-Free)

UPICKEM How to Sell College Basketball January 2011.

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Transcript of UPICKEM How to Sell College Basketball January 2011.