Contest grows CBS College Sports user base, and gains awareness for Fathead



Nov. 3, 2011

SUMMARY: Brand Thunder continues to deliver new and innovative ways to reach out to the client's audience to increase fan loyalty, brand awareness, and value to the user. For this campaign Brand Thunder brought two great brands together to maximize the benefits of the browser theme for everyone involved. The results demonstrate the impact of an interactive browser theme on fan engagement and a powerful communication platform.

The three-pronged approach was simple, provide fans with a unique opportunity to win prizes, increase the user base and retention for CBS Colleges, and gain awareness for Fathead while building their email database with a targeted audience. To accomplish this, Brand Thunder added a button to the existing CBS College interactive browser themes.

The button added to the themes stated "Win a Fathead!" and appeared in themes for a four week time period linking to a contest page on Fathead's website allowing existing and new users to enter an email address to be registered to win one of twenty Free Fathead wall stickers. Brand Thunder and CBS leveraged this exclusive contest to market to fans. With banner ads, email campaigns, and social media announcements, new fans were encouraged to download the theme for a chance to enter and win a Free Fathead. The results exceeded expectations.

Users with a CBS College interactive browser theme are counted as "active daily users." For every 1.6 users, the campaign sent a page view to the contest entry page, an astounding 64% CTR.

Other metrics include:

- Overall, the contest page had a more than 53% take rate and gained Fathead 2,510 new email opt-ins from 42% adoption.
- The email blasts, ads, and social outreach of the campaign resulted in a 14% growth in monthly users.

About CBSSports.com College Network

CBSSports.com College Network is the leader in the production, management and hosting of official athletic websites, e-commerce solutions, streaming products and mobile services for colleges and universities across the United States. CBS College Sports currently produces a network of approximately 130 official athletic sites for schools including the University of Notre Dame (und.com), University of Alabama (rolltide.com), Florida State Univeristy (seminoles.com), and the University of Southern California (usctrojans.com).

CBSSports.com College Network is a unit of CBS Interactive, the best online content network for information and entertainment. With more than 200 million people visiting its properties each month, CBS Interactive is the 8th largest Web property globally and the 5th largest Web property in the U.S. in terms of unique video viewers. Its portfolio of leading brands, which include CNET, CBS.com, CBSSports.com, GameSpot, TV.com, BNET, CBS RADIO and Last.fm, span popular categories like technology, entertainment, sports, news and business.