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Golden State Warriors

Business Challenge


The Golden State Warriors wanted to create a unique way to launch a brand new logo and branding, while also engaging fans, building anticipation, and expanding the organization’s social media presence. In addition, they wanted to build a list of engaged, fervent fans for future marketing and sales efforts. “Rather than just unveiling the logo at a press conference,” said Kyle Spencer, Executive Director of Team Marketing. “The goal was to make the unveiling personal, exclusive and interactive using social media.”

Solution


The campaign was called the ‘2010 Warriors Draft Challenge’. The idea was to capitalize on the anticipation of the team’s new logo and unveil it piece-by-piece each day. For nine days, the participants in the contest would obtain an answer to a daily challenge question on one of the team’s official social network hubs. In addition to giving fans the chance to be the first to uncover the new logo, the Warriors incentivized them by offering daily prizes and the chance to win season tickets.

Kevin Cote, the Warriors Assistant Director of Digital Marketing, used Eloqua hypersites, content substitution and forms and developed a detailed, integrated program that was ideal for this sort of contest. Upon registering, users were able to access the challenge for that specific day and/or previous days. Once the user entered the correct answer to each challenge, a new piece of the puzzle was uncovered, triggered by Eloqua’s data collection capabilities. All the while, users were encouraged via Eloqua e-mail and hypersites to share their experience on Facebook and Twitter.

Results


The Warriors saw tangible, measurable results in a short amount of time from this social media-driven promotion. First, it attracted more than 4,000 fans to the team’s Draft Party, a record for that event. Next, since the time of the contest’s launch, the Warriors have generated over $400,000 in ticket revenue and sold 150 new season tickets to contest registrants. The team’s web traffic increased considerably, as they experienced a 66% year-over-year increase of visits to their official site during the length of the promotion. Finally, the Warriors also greatly boosted their reach and followers during a critical re-branding period through several social media outlets. And since the launch of the contest, the Warriors have increased their Facebook follower count by 175% (going from 39,000 to 107,000), while more than tripling their Twitter follower count (going from 4,000 to 15,000).

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Golden State Warriors


From a marketing perspective, the campaign was a rousing success and our new brand has received overwhelmingly positive reviews. The approach with which we went about unveiling the logo for our fans was unique and progressive, especially in the ways we utilized social media.


Robert Rowell
Golden State Warriors President
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