Michelob ULTRA Rock n' Roll Marathon Series Case Study

Transcript

2. Michelob ULTRA, title sponsors for both the Rock n' Roll Marathon and 13.1 Marathon nationwide series, are looking to "plus up" their sponsorship with dedicated and branded, city-specific playlists to be consumed before, during, and a er a marathon occurs via a dedicated mobile web player application. Feed.fm is working with ULTRA to address the following challenges: — Playlist curation. — Licensing music content. — Building the mobile music web player app. — Effectively using social media to engage consumers more deeply than “likes” or “re-tweets”. — Increase session times and retention around static content created by the Michelob ULTRA marketing team. Challenges
3. “More time on-site means more engagement, which indicates a greater likelihood to purchase, sign up and share the content.” “The longer that first session is, the more likely the user is to be happy and refer us to friends — it’s a great predictor of how things are going.” THE NEW REALITY: Content Marketing & Social Media SOURCE: “Why ‘Times Spent’ Is One of Marketing’s Favorite Metrics”, Mashable, Dec 2013
4. Average session time (no music) 4:23 Average session time (with music) 20:01 Return visits 51% Facebook referrals 20 Tumblr referrals 221 iOS users 27 Android users 14 Tracks streamed 237 MICHELOB ULTRA MARATHON Miami      
5. Average session time (no music) 3:42 Average session time (with music) 13:12 Return visits 17% Facebook referrals 157 Tumblr referrals 148 iOS users 509 Android users 353 Tracks streamed 1,707 MICHELOB ULTRA MARATHON Dallas      
6. Average session time (no music) 1:32 Average session time (with music) 9:41 Return visits 14% Facebook referrals 157 Twi er referrals 590 Tumblr referrals 176 iOS users 880 Android users 277 Tracks streamed 2,093 MICHELOB ULTRA MARATHON New York — March 22, 2014       