Company: Signet Interactive, Houston, TX
Company Description: Signet Interactive is a trusted digital marketing agency committed to helping clients deliver more visible, credible, and relevant messages to their customers and prospects. Signet's services include strategy and message consulting combined with integrated channel communications and branding to achieve marketing and sales convergence.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Entertainment & Sports

Nomination Title: Big Play Scoring - The Fantasy Football Upgrade

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

GENESIS

Big Play Scoring Football, a revolutionary designed mobile and desktop app engages football fans with a unique and new experience of fantasy football gaming that focuses on “Big Plays” instead of individual player stats, worked with Signet Interactive to develop a marketing campaign and strategy, The Fantasy Football Upgrade, to establish more brand awareness during the 2014 NFL preseason in order to have a high-impact of app downloads during the start of the 2014 NFL season.

PLANNING

Signet Interactive developed a multi-channel, cross-promotional indirect and direct marketing campaign with a high-level goal to achieve 50,000 app downloads during a core 3-month period pre and during the 2014 NFL season. In order to achieve this high-level goal, the plan was deployed:
1. Design and develop a website for Big Play Scoring that would establish the brand’s messaging while engaging individuals to learn about the app and why to play
2. Develop a display ad campaign for mobile and desktop to create brand awareness and recognition
3. Develop a social media marketing and engagement strategy on Facebook to increase Big Play Scoring’s online presence, communication and brand awareness
4. Deploy iAds campaign to create brand visibility in the iTunes app store for individuals searching for sports or strategy gaming related terms during NFL preseason
5. Create an online video series for YouTube to engage audience with information about the app in a humorous way at the start of the NFL season
6. Deploy a gamification ad campaign at the start of the NFL season to aggressively get app downloads while increase ranking in app stores (iOS and Android) for US Sports rank

EXECUTION

Website Design and Development for Brand Awareness and App Education
First, Signet designed and developed a website for Big Play Scoring in order to establish the brand’s messaging while engaging traffic to learn more about the app and why they should play. Critical aspects of website included:
• “How to Play” instructions
• Tutorials and videos
• The app’s difference from traditional fantasy football
• CTA promotion to download

Display Ad Campaign for Desktop and Mobile

After establishing and launching the website, Signet developed and deployed a display ad campaign for desktop and mobile in order to create brand awareness and recognition. Having little market place awareness previously, the display ad campaign focused on getting in front of key target audiences for the first time in order to introduce individuals to the brand and app and played an essential role for brand recognition later on in the marketing plan.

Social Media Marketing and Engagement Strategy for Facebook

Signet Interactive developed a social media marketing and engagement strategy for Facebook that included:
• Social media guidebook that defined the brand’s online personality and tone
• Identified key influencers and target markets to engage with
• Increase in the velocity of posting relevant content
• Promotion, sponsor and general ad “Like” campaigns

iAds Campaign for Brand Visibility in iTunes Store

In order to start creating buzz and gain visibility of the Big Play Scoring app in the iTunes store, Signet ran iAds in the App store for the preseason month leading up to the NFL main season. These ads created visual awareness around the app and start releasing “feelers” into the marketplace.

YouTube Internet Video Series: Billy Paige Squire

Signet Interactive created a brand mascot for Big Play Scoring and released the persona, Billy Paige Squire, and his fictional family in three online YouTube videos that encouraged view to:
• Learn more about the Big Play Scoring app in a unique and entertaining way
• Humanize the brand in a humorous but informative way
• Spike a small “viral sensation” during the start of the NFL season

Gamification Ads for App Downloads and In-App Ranking

For the first month of the 2014 NFL Season, Signet deployed a gamification ad campaign in order to aggressively receive app downloads while increase rank positioning for US Sports in the iTunes and Google Play stores.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

RESULTS

Overall Goal: Total App Downloads
• Goal: 50,000 downloads
• Result: 72,969 downloads
• Exceeded goal by 46%

Website
• Goal: Increase sessions by 50% and increase pageviews by 30%
• Result: Increased sessions by 429% and increased pageviews by 276%
• Exceeded sessions goal by 379% and pageviews goal by 246%

Display Ads
• Goal: 5,000,000 impressions, 25,000 clicks and CTR of .05%
• Result: 5,230,262 impressions, 71,114 clicks and CTR of 1.36%
• Exceeded impressions goal by 5%, clicks goal by 184% and CTR goal by 262%

Facebook Marketing
• Goal: 10,000 “Likes”
• Result: 15,404 “Likes”
• Exceeded goal by 54%

iAds
• Goal: 3,000,000 impressions
• Result: 7,000,000 impressions
• Exceeded goal by 133%

YouTube Videos
• Goal: 100,000 total video views
• Result: 201,000 total views
• Exceeded goal by 101%

Gamification Ads
• Goal: 30,000 app downloads and rank in the top 100 for US Sports in the iOS store
• Result: 58,286 app downloads, ranked #22 in iOS
• Exceeded goal by 94%