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UPICKEM How to Sell College Basketball January 2011.

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Presentation on theme: "UPICKEM How to Sell College Basketball January 2011."— Presentation transcript:

1 UPICKEM How to Sell College Basketball January 2011

2 HOW TO ASK QUESTIONS GoToWebinar Questions Panel Note: We are recording this webinar and you will receive an with links to the recording and the slide deck.

3 UPICKEM How to Sell College Basketball January 2011 THE PRESENTERS Matt Coen Owner & Co-Founder Julie Foley Director of Affiliate Success

4 UPICKEM How to Sell College Basketball January 2011 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

5 UPICKEM How to Sell College Basketball January 2011 UPICKEM OVERVIEW NATIONAL CONTESTSCUSTOM CONTESTS Pro FootballPhoto Contests Super BowlVideo Contests OscarsEssay Contests Pro RacingEnter-to-Wins/Sweepstakes Hockey PlayoffsCustom National Sports College BasketballLocal Sports Pro GolfBrackets Contests Top 15 College GamesPay to Enter/Pay to Vote BCS College Bowl GamesRead/Watch/Listen & Win

6 UPICKEM How to Sell College Basketball January 2011 AGENDA College Basketball Contest Overview Revenue Models Additional Tactics New for UPICKEM College Basketball 2011 Q&A

7 UPICKEM How to Sell College Basketball January 2011 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

8 UPICKEM How to Sell College Basketball January 2011 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!

9 UPICKEM How to Sell College Basketball January 2011 COLLEGE BASKETBALL CONTEST OVERVIEW Demographics Primary Audience of Men 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

10 UPICKEM How to Sell College Basketball January 2011

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12 RESULTS 2010 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

13 UPICKEM How to Sell College Basketball January 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

14 UPICKEM How to Sell College Basketball January 2011 PROGRAM DETAILS On-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 Final Winner (local) congratulations on April 6

15 UPICKEM How to Sell College Basketball January 2011 PROGRAM DETAILS Online 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

16 UPICKEM How to Sell College Basketball January 2011 PROGRAM DETAILS Online Advertising Details Fixed banner ad with link to special offer coupons

17 UPICKEM How to Sell College Basketball January 2011 PROGRAM DETAILS eBlast Advertising Details Initial invite to KFMB database Invite to all past KFMB contest players Reminder s to registered players Winner s sent after each round Results/wrap up after final round

18 UPICKEM How to Sell College Basketball January 2011 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

19 UPICKEM How to Sell College Basketball January 2011

20 RESULTS 2010 Results Had three sponsors Attracted more than 9,300 players with the triple contest approach

21 UPICKEM How to Sell College Basketball January 2011 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

22 UPICKEM How to Sell College Basketball January 2011 KEY TAKEAWAYS Offered three different bracket contests to keep people involved throughout the entire tournament Heavy promotion of the contest Great targeted sponsor

23 UPICKEM How to Sell College Basketball January 2011

24 RESULTS 2010 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

25 UPICKEM How to Sell College Basketball January 2011 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

26 UPICKEM How to Sell College Basketball January 2011 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

27 UPICKEM How to Sell College Basketball January 2011 PROGRAM DETAILS Online Advertising Details 300x90 and 215x125 house ads ran on the homepage of stltoday.com 728x90 leaderboards ran ROS on stltoday.com

28 UPICKEM How to Sell College Basketball January 2011 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.

29 UPICKEM How to Sell College Basketball January 2011

30 RESULTS 2010 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

31 UPICKEM How to Sell College Basketball January 2011 KEYS TO SUCCESS Used Mark Bradleys 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.

32 UPICKEM How to Sell College Basketball January 2011 PROGRAM DETAILS Print Advertising Details Printed bracket in the paper before the tournament began to generate contest interest Added sponsor logo to printable bracket from contest site

33 UPICKEM How to Sell College Basketball January 2011 PROGRAM DETAILS Online Advertising Details Final Four Page Wallpaper, 300X250, 728x90 Mark Bradley Blog 160X600 Sports eNewsletter 300X250 Sports – added value 300X250, 728X90

34 UPICKEM How to Sell College Basketball January 2011 PROGRAM DETAILS Online Advertising Details Telecom BT 300X250, 728X90 ROS and targeted to Atlanta DMA Geo Zones 300X250, 728X90 ROS – added value 300X250, 728X90 Sports eNewsletter

35 UPICKEM How to Sell College Basketball January 2011 KEY TAKEAWAYS Leverage your sport talents 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

36 UPICKEM How to Sell College Basketball January 2011

37 RESULTS 2010 Results Earned $70,000 in revenue Have 16 sponsors & advertisers Attracted more than 600 players

38 UPICKEM How to Sell College Basketball January 2011 KEYS TO SUCCESS Sold as an integrated print and online promotion Multiple Advertisers and Sponsors Advertisers participated as VIPs Advertisers picks printed in the paper each week Heavy promotion of the contest

39 UPICKEM How to Sell College Basketball January 2011 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

40 UPICKEM How to Sell College Basketball January 2011 PROGRAM DETAILS Online Advertising Details Rotating 300x250 banners Additional promotion for partners

41 UPICKEM How to Sell College Basketball January 2011 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

42 UPICKEM How to Sell College Basketball January 2011 Using this Model for Basketball 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 Final Four: April 2, 2011 National Championship: April 4, 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

43 UPICKEM How to Sell College Basketball January 2011 Using this Model for Basketball 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 Final Four: April 2, 2011 National Championship: April 4, 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

44 UPICKEM How to Sell College Basketball January 2011 Multiple advertisers/sponsors Make your advertisers VIPs Showcase their picks in your traditional media Heavily promote Key Takeaways

45 UPICKEM How to Sell College Basketball January 2011

46 Additional Success Tactics Identify media partners Secure prize partners Extend bracket mania

47 UPICKEM How to Sell College Basketball January 2011 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

48 UPICKEM How to Sell College Basketball January 2011 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

49 UPICKEM How to Sell College Basketball January 2011 Jack FMs March Mullet Madness Bracket KFMB-TV Registrations: 566 Page 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 WHQG Registrations: 1,646 Page views: 100,000 Revenue: $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-Dispatch Registrations: 1,737 Page 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-Telegram Registrations: 140 Page 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-Union Registrations: 2,331 Page 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

50 UPICKEM How to Sell College Basketball January 2011 RESULTS 2010 Results Earned $20,000 in revenue Had four sponsors Attracted more than 1,600 players

51 UPICKEM How to Sell College Basketball January 2011 Bracket game of 64 things picked by The Hog and brackets decided by listeners Each division sponsored by a different advertiser Advertisers also provided prizes to the winner PROGRAM DETAILS

52 UPICKEM How to Sell College Basketball January 2011 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

53 UPICKEM How to Sell College Basketball January 2011 RESULTS 2010 Results Hooters was exclusive sponsor Promotion ran during College Basketball Tournament Attracted more than 550 players and 16,000 page views

54 UPICKEM How to Sell College Basketball January 2011 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

55 UPICKEM How to Sell College Basketball January 2011 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

56 UPICKEM How to Sell College Basketball January 2011

57 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!

58 UPICKEM How to Sell College Basketball January 2011 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

59 UPICKEM How to Sell College Basketball January 2011 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

60 UPICKEM How to Sell College Basketball January 2011 $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

61 UPICKEM How to Sell College Basketball January 2011 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

62 UPICKEM How to Sell College Basketball January 2011 Print & web promo ads Radio scripts Game overview Scope of game document Advertiser & Sponsors prospect list Sales PPT SALES RESOURCES

63 UPICKEM How to Sell College Basketball January 2011 BENEFITS Build Audience, Page Views and Awareness Generate Sponsorship & Ad Revenues Build User Database for Marketing

64 UPICKEM How to Sell College Basketball January 2011 Q&A Julie Foley Director of Affiliate Success x 4910 (Toll-Free) Matt Coen Owner and Co-Founder x 4902 (Toll-Free)


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