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| CASE STUDY - Design/Creative, Interactive Marketing and CRM Integration |
Fantasy 18-Scottsdale Golf Game
www.scottsdalecvb.com/golfgame
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Objectives
The Scottsdale CVB is always looking for ways to make their site more interactive. "A virtual golf game has always been on my wish list," said Online Marketing Director, Amy Rushia. In addition to having this interactive "fun factor" on the website, the Scottsdale CVB plans to use the game as a "call to action" contest driven by traditional golf advertising outlets. Concurrently, the idea can be used to promote various golf giveaways and vacations to professional golf events like the FBR Open and Fry's Electronic Open.
Solution
We designed a Flash style golf game, built by our in-house creative team, directly on their website. As with most of our products, staff (in this case, for the Scottsdale CVB) has control over the game's promotional features including trivia questions, course names, and actual golf holes located in Scottsdale! Each participant must enter their name, email address, and zip code in order to play Fantasy 18. The data capture form where this information is entered is integrated with our Customer Relationship Management (CRM) product. All information entered by consumers is captured (along with email opt-ins) and stored in the consumer database of our Sales Force Automation (SFA) module. The information is both date and source stamped where reporting can be produced and sorted by geographic location, source, or both. Plus, the email subscriber can be added to targeted promotions list for future email campaigns, monthly eNewsletters, or seasonal special offers.
Result
The overall goal to increase website traffic and interactivity on the website was achieved through reaching their stated target audience-core golfers, Generation Xers, and video "gamers." Additionally, using actual golf course names and holes located in Scottsdale heightened local course exposure. The CRM integration conveniently enables the Scottsdale CVB to send targeted email campaigns to those who have expressed an interest in Scottsdale golf-for playing and/or attending events the city will host.
Plans for Fantasy 18 Version 2 are underway. Adding new features such as: tracking "best scores"; increased advertising opportunities for their partners/members; audio and video enhancements; and various options of player profiles are being discussed.