Case Study - ESPN2

Background:

ESPN had developed a mobile presence through its ESPN Mobile Internet site and mobile operators’ on-device portals. ESPN had a robust base of subscribers but wanted a way to increase their current subscribers' adoption of premium SMS (mobile text message) services to create more interactivity with their fans.

Goal

• Drive opt-in through SMS promotions that convert fans to premium subscribers

Solution

• Present SMS promotional calls to action in WAP and on device portals
• Engage users in interactive SMS quizzes and contests
• Up sell users to premium alert subscriptions (sports news & scores)
• Adjust promotions based on response and conversion

Results

• 30% of interactions converted to free trial subscriptions
• 10% of trial subscriptions converted to paid
• Program extended to broadcast and print calls to action