Five ways the Genius Marketing Suite helps our partners monetise sports fans
By Genius Sports | 09 Feb 2023
How do you engage sports fans in a world where hundreds of advertisers alongside entertainment giants like Netflix, Amazon and YouTube are vying for the same attention?
Check out these five ways our partners – from sponsors like Jersey Mike’s and Pringles to rights holders like the NFL – use the Genius Marketing Suite to power fan engagement.
1. Jersey Mike’s converts over 200k college sports fans
An official sponsor of over 40 NCAA schools, U.S. sandwich chain Jersey Mike’s Subs wanted to leverage its sponsorship IP to drive brand awareness and increase sales across its thousands of stores.
Combining three Genius Marketing Suite solutions, Jersey Mike’s launched Tailgate Trivia, a series of 49 college football quizzes within the Jersey Mike’s mobile app, before promoting it to over 45 million NCAA fans with highly-targeted, live-data powered programmatic ads. The Tailgate Trivia game even includes an integrated loyalty scheme, rewarding fans with in-store discounts.
The result? Mass recognition among sports audiences and over 200,000 new leads in its database, plus valuable first-party audience data.
2. Pringles wins social share of voice at UEFA Euro 2021
The return of live football after the Covid-19 induced global sporting shutdown was the perfect time for Pringles to engage sports audiences in six international markets.
Using Genius Creative, the snack brand – with its agency partners Presto and Carat – delivered live sports data-powered video ads across Facebook, Twitter and Instagram before, during and after UEFA Euro 2021 fixtures.
This highly-contextual campaign enabled Pringles to win share of voice by displaying live game scores and kick-off countdowns in its content – and then automating the delivery of over 1,000 versions in six different languages. This resulted in a view-through rate 3.2% higher than Twitter’s standard.
3. The NFL revolutionises ticketing with 1:1 personalisation
The NFL combines multiple Genius Marketing Suite solutions to transform how fans engage across its owned & operated properties. For example, Genius Games provides the league with brand new touchpoints and crucial first-party audience data, with gamified experiences ranging from NFL Fantasy and its Super Bowl Challenge to a light-hearted personality quiz that helps new fans select a team to support.
Most recently, the NFL leveraged Genius Creative to modernize its approach to ticketing, delivering 1:1 personalized videos via CRM marketing after the 2022 NFL Mexico Game – replacing physical tickets with digital memorabilia.
NFL teams like the Las Vegas Raiders, Denver Broncos and Indianapolis Colts also use Genius Games to grow their database and drive international reach, while the New York Jets used Genius Media Buying to promote ticketing.
4. The Hundred grows database by 70% in season two
When the England & Wales Cricket Board (ECB) launched The Hundred, a new domestic tournament in 2021, it set out to make cricket more accessible to and exciting for new audiences.
As part of our Genius Games solution, we built a 20-ball Predictor Game, within The Hundred’s mobile app, that empowered fans to predict live game outcomes each day throughout the month-long tournament. This product also helped the league to activate its headline sponsor, online car retailer Cazoo with custom branding and a £10,000 car voucher prize for the overall winner.
In season two, The Hundred saw a 288% increase in fan engagement and a 70% rise in fan registrations – contributing to record-breaking TV viewing figures.
5. Betway increases click-to-install rates by 186%
Leading multi-territory sportsbook operator Betway wanted to acquire new players by promoting football betting markets across social media.
Our Genius Creative solution helped Betway’s creative team to design and deliver live odds-powered Facebook ads before and during UEFA Champions League fixtures in a time-efficient, automated way, showcasing its latest odds boosts at scale.
The campaign drove phenomenal results, including a 186% increase in click-to-install rates, a 116% rise in app installs via Facebook and a 31% reduction in the cost per app install.