How Turner and the NCAA transformed a legal necessity into a fan data capture opportunity
July 6, 2017
During this year’s March Madness, thousands of fans flocked to Phoenix to take part in the 2017 Final Four festivities.
Fan Fest and Tip-Off Tailgate events gave supporters an opportunity to take part in youth basketball clinics, contests, free throw challenges, sweepstakes, and more.
While this was a valuable chance for those in attendance to engage with their peers, Turner Sports and Umbel also combined forces to collect data from some of their biggest fans.
The companies deployed digital waiver forms at all of the fan events, requiring supporters to fill them out before taking part in the fun.
The digitized waivers were easily accessible on iPads as well as a Final Four event app that fans could use on their personal devices.
A legal necessity was subsequently transformed into a fan activation opportunity, allowing Turner to collect 22,000 adult names and email addresses.
#Infographic: The future of data-driven sponsorships (and what you can do now): https://t.co/3qZ3Tfy0IE pic.twitter.com/JQwmu8W1QR
— Umbel (@Umbel) June 8, 2017
With these names and email addresses, Turner used Umbel to start the process of reaching out their core fanbase.
This included the ability to:
- Enrich profiles with valuable demographics and other data points including household income, family size, and more.
- Combine existing fan data with who filled out waivers for more complete fan profiles.
- Analyze and visualize what fans who participated in Fan Fest and the Tailgate were interested in, so they could make these events even better.
- Activate fans with future campaigns to bring them back to other events they would be interested in, sell them relevant merchandise, and keep them engaged with content.
