Top Trends In Calendar Ep 4: Personalisation
ECAL’s Top Trends In Calendar concludes! ECAL’s special 4-week series has showcased the latest techniques and strategies used by the most progressive brands in calendar marketing at ECAL. Our final episode focuses on trends in Personalisation.
Remarketing & Personalisation
ECAL’s most sophisticated clients are accessing the ECAL ‘link click’ activity data on a real-time (or daily) basis to inform them of user behaviour, interest and intent. This information is used to help build user profiles and personas, as well as for effective re-marketing campaigns by clients, and for the personalisation of future communications and web journeys.
Premier League: Summer Series USA Tour
In 2023, for the first time, the Premier League held a Summer Series pre-season tournament in the USA, with six clubs taking part in matches across five East Coast cities.
ECAL was able to play our part in supporting this major event initiative with geo-specific messaging to fans located in the United States dedicated to promoting the Summer Series, directly in their personal digital calendar. Fast and actionable access to user location (at city level), preference, activity and behavioural data from ECAL, in conjunction with a host of data points from other owned and operated products of the Premier League, was used to help gauge demand and inform follow up communications to user segments promoting ticketing and attendance at the event, with great success. In fact, Premier League generated over 120k unique pre-registrations for tickets via the website.
The Summer Series @PLinUSA campaign garnered over 120 million impressions on social platforms instagram and twitter, 1 million followers across all PL platforms and featured 10 bespoke collaborations or captures with NBC.
Sophisticated brands like Premier League also have the ability to personalise the content and advertising you see when you next visit the website, based on your known profile, or in some cases a lookalike profile. For instance, a fan in the United States would likely see a banner promotion for the Summer Series. A known fan who had already synced to calendar, but not yet signed up to Fantasy Premier League would likely receive a prompt to do so.
Language & Content
Fandom is no longer limited by geography. Fans can support and follow their team from anywhere in the world, and they expect a personalised and relevant experience. For major sporting leagues and teams, finding new and better ways to engage with a global fanbase is critical to growth and a major battle ground for hearts, minds and share of wallet.
ECAL’s advanced Sync to Calendar technology engages a global audience on two fronts – by language and content. ECAL’s smart displays have a language auto-detection feature, that detects a user’s preferred language preference and presents the entire ‘sync to calendar’ journey in over 30+ languages to suit. The events content delivered into a user’s calendar can also be localised, by language and details. Commonly, users will receive localised broadcast details for an event in their calendar to drive tune-in, and if an event is local, then the user will likely see the relevant ticketing information with direct access to purchase tickets to help drive attendance.
Check out how FC Barcelona and the LPGA use ECAL to capture, engage and service fans right across the globe through localised language and content.
Barcelona FC
FC Barcelona are big! How big? 342 million followers on social platforms big! To better service and engage their global fan base, FC Barcelona relies on ECAL to deliver it’s match information to calendar in multiple languages incl. Spanish, Catalan and English. ECAL’s advanced technology detects a user’s language preference, and provides the entire ‘sync to calendar’ flow, and their calendar events content in their preferred language.
LPGA
The LPGA, one of the world’s longest-running women’s professional sports associations is delivering localised broadcast information and ‘in-market’ ticketing information to golf fans right across the globe. Tour Events in calendar are packed with relevant tournament information and local television and / or streaming details. For local in-market audiences, fans are encouraged to ‘Catch the action up close and personal’ with a strong drive to ‘Purchase your tickets now!’ with one-click direct access to buy straight from the calendar.
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