It’s no secret that recent technology such as social media, wireless internet, mobile smart phones and many more, has and continues to change the world. Just about every industry has been affected by these innovations, with the sports industry being one of its greatest benefactors.
CrowdTwist is a New York based start-up that provides a multi-channel customer relationship and loyalty platform that gives brands the opportunity to drive awareness, increase acquisition and measurably impact their bottom lines. CrowdTwist’s platform allows brands to recognize, incentivize and reward fans based on their engagement, social influence and spending (both online and off).
What initially stands out about CrowdTwist is that they are not strictly focused on sports and entertainment properties. The companies’ platform is utilized by brands in many industries, such as retail (Zumiez, JCPenny), automobile (VPG), CPG (Pepsi, Nestle) and more. CrowdTwist uses their experience with clients in all industries to offer a unique and valuable perspective that is attractive to sports and entertainment properties.
SportTechie recently had the opportunity to learn more about the “Give more, get more” platform by speaking with Adam Trisk, Head of Marketing, and Dennis Tze, Head of Strategic Partnerships at CrowdTwist. Below is some of the information the two executives shared with us including an in-depth webinar.
The company began by realizing the opportunity that was being missed between brands in the entertainment space and their fans. Fans have always wanted to be recognized for their loyalty. At the same time, brands have wanted a better way to understand, follow and track their fans and customers. Prior to digital, mobile and social technologies, these opportunities didn’t exist. However, the emergence of these technologies, particularly social media, have allowed brands to track and measure the value that fans create on a daily basis.
The notion that fans are constantly creating value is one of the real driving forces behind CrowdTwist and their platform. In a way, it is similar to a commission based salary: produce more, receive more. Through social media, fans often share news, highlights and opinions regarding their favorite teams with other fans. Traditionally these conversations happened at work or in a bar with no chance of a team knowing that they happened. However, with social media and the CrowdTwists platform, the fan that constantly shares his passion for a team can receive a reward from his/her favorite team for loyalty and advocacy.
A great look at what CrowdTwist’s platform can offer a sports team is by looking at the Miami Dolphins’ efforts. By partnering with CrowdTwist, the Dolphins have developed an impressive digital presence including their Fin Club that they launched before last season. The Fin Club allows members access to exclusive content, such as pictures, videos, events and more. In the picture seen below, you can see some of the exclusive content that members of the Fin Club have access to.
Clearly a team will invest their resources and efforts in a platform, such as CrowdTwist, with the goal of optimizing their revenue. However, CrowdTwist urges their clients to focus on revenue and the fan. Traditionally, these two aspects have not always gone hand in hand. To increase revenues, teams have increased ticket prices. However, teams don’t necessarily have to resort to increasing prices for tickets, concession, etc. Enhancing the fan experience and nourishing relationships through loyalty and rewards programs can and will result in increased revenues.
To learn more about the Dolphins’ utilization of their Fin Club, check out this insightful webinar with Adam Trisk and Claudia Lezcano, the Dolphins’ Chief Marketing Officer. Lezcano explains how the Fin club is generating revenue, identifying and rewarding influential fans, increasing overall brand engagement and measurable data that is leveraged across the organization.