What’s it take to grow your user base and build awareness for a business partner? CBS College Sports and Fathead found using the browser theme for marketing promotions is a great way to convert users and deepen engagement.
CBSSports.com College Network is a leader in delivering web services, e-commerce, streaming and mobile services for college and university’s athletics websites. Fathead is a leader in sports and entertainment wall graphics. Nice set up for bringing companies together that serve similar audiences.
The results – SPECTACULAR!
Online banner advertising CTR (click through rates) run below a tenth of one percent. Email CTR will get you roughly five percent but you have to factor in the 23% open rate. And Electronic Arts was apparently thrilled with the 11% engagement they received with their first batch of Twitter ads. Marketing Magazine described EA’s Twitter ads as exceeding all expectations.
The results for the CBS and Fathead promotion were over 60%. Yes, almost six times better than the engagement that EA received with their Twitter ads.
Of course getting users to the front door of an offer is one thing, but can you convert? Depending on your method of marketing promotion and what you’re asking of the user whether it’s a registration or purchase will make your conversion rates vary widely. For Fathead, their goal of contest entry and email opt-in netted them 43% conversion. I’m proud to see marketers across the Internet are getting their expectations exceeded.
You can find out more about the promotion on the CBSSports.com website and their article: Contest grows CBS Sports user base and gains awareness for Fathead. You might find some of your own ideas for using a browser theme to engage your audience.