One of my customers (Alphagraphics North East) recently shared a site that they had prepared for Sky Bet and Sky Sports. The aim was to add value for new Skybet customers and to try and convert them to Skybet accounts (if they don’t already have one) and to get them to bet more on the Skybet sites, (this was done through email and direct mail directing people through to the http://www.skybet.com/dream).
My understanding is that 3 different printed direct mailers went out; new for new customers, one lapsed customers and one for current customers – all that carried personalised content and personalised images – and all driving customers to their personalised websites. All nicely timed for the start of the new season.
The cool bit for me is that on the site http://www.skybet.com/dream/ there’s a great tool for delivering online personalised UK football fixtures. The generic landing page, collects details about you and your club, along with a shirt number and then presents you back your own personalised RURL which not only contains the club fixtures of your chosen club but also a personalised image of your shirt. This is done quickly and with great effect.
What is also very nice is that they haven’t stopped there – Alphagraphics and Sky have also implemented a viral element to the campaign which is integrated into the primary campaign. If you click on refer-a-friend you are asked for a friends details and their email address. Again a personalised email is created, incorporating a personalised image and sent to the recipient.
It would’ve been outstanding if the refer-a-friend element of the campaign was directly linked to the original landing page – so that it knew that I was referring a friend; and therefore not asking me to re-enter my own details. However it still works beautifully.
I am hoping that we can get some ROI figures from the campaign; which may be hard from an organisation like SKy – but talking to the folks at Alphagraphics North East the campaign has been a success; driving uptake of people to the site, and delivering results to sky. I believe that I heard, “a 50% increase on respondents” in there somewhere!
All in all a great high-profile campaign using XMPie to create dynamic Direct Mail as well highly personalised and creative web sites with on demand content and images – and with a viral element as well. What is great to see is that all the pieces are connected, in the same style and working together to drive customers. Good going Alphagraphics!
[message type=”info”]Full disclosure: At the time of writing this article the author was employed by XMPie, a Xerox Company. [/message]