New England Patriots
Case Studies, Entertainment, Homepage, Sports
The NFL's New England Patriots are one of the world's most iconic sports teams, located in Massachusetts in the USA. The Patriots launched their eCal last season, with the clear objective to add a cool new 'add to calendar' feature to their digital offering.
What they received was so much more.
The Patriots eCal page widget was added to their website, which is linked from their Schedules menu, and labelled as 'Add Schedule to Calendar'. The eCal app has also been added to their official Facebook page, and mid-season, eCal was integrated into their iOS mobile app.
The results, with minimal promotion, have been exceptional.
The Patriots received over 70,000 user subscriptions, generating an enormous 100 million+ calendar activities! 67% of users subscribed to the Patriots directly into their smartphone. The 'add to calendar' feature in the mobile app was incredibly well received.
The Patriots eCal generated over 8,000+ click-throughs, with the majority to 'Buy Tickets' and 'NFL Game Pass' (view games live online via the official NFL media service). In addition, 97% of users have opt-in to receive additional marketing communications from the Patriots, presenting excellent follow-on engagement and sales opportunities.
As next season approaches, the Patriots are preparing to 'ramp up' promotion of their eCal, with new and exciting integrations across their website and mobile site.