How the Brooklyn Nets captured 11,887 fan records in their first week
The goal was 10,000 new CRM records in the first month. Game-day WiFi beat it in week one, and answered a question for sponsor JetBlue along the way: which airport do Nets fans call home?
Fan records in week one
Beating the goal of 10,000 in the first month
Marketing opt-in rate
Of connecting fans said yes to hearing from the team
Database value
Lifetime value of the records captured, at $10 per record
Sponsor insight value
From 9,734 home-airport answers gathered for JetBlue
The challenge
The Nets wanted to understand their fan base by capturing CRM and behavioral data at games and events, with a target of 10,000 new records in the first month, and a bonus question to answer for sponsor JetBlue: what is each fan’s home airport?
- Understand the fan base by capturing CRM and behavioral data
- Hit 10,000 new CRM records in the first month
- Deliver home-airport insight for sponsor JetBlue
The solution
Tailored splash pages ran across the access journey for multiple events, with social sign-in options pre-validating fan emails as they connect.
One custom question did the sponsor work: what is your home airport, Newark, LaGuardia, JFK, or none of the above? Every answer became insight JetBlue could act on.
- Tailored splash pages across multiple events
- Social sign-in with pre-validated emails
- A custom home-airport field capturing sponsor insight
The results
The goal was 10,000 new CRM records in the first month. The Nets passed it in week one: 11,887 records captured, with a 56% marketing opt-in rate.
At $10 per record, that is $118,870 of lifetime database value and counting, plus 9,734 home-airport responses worth $48,670 of insight for sponsor JetBlue.
- 11,887 CRM records in the first week, beating the one-month goal
- 56% marketing opt-in rate across connecting fans
- $118k+ database value, plus $48k+ of sponsor insight for JetBlue
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