Case Study: FLIMP Gives Sony Ericsson WTA Tour a Boost
FLIMP has been used successfully as a direct communication platform by various companies and organisations in many vertical market sectors, including travel/tourism, higher education, not-for-profit/charity fundraising, and numerous B2B and B2C clients, such as Apple, BMW, and Best Buy. It has also been used extensively in sports marketing for results and analysis shows.
Sony Ericsson WTA Tour
The Sony Ericsson WTA Tour is a leading professional sport tournament for women, with more than 2,200 players representing 96 nations competing for more than $86 million in prize money at the tour’s 51 events and four Grand Slam competitions in 31 countries. More than 4.8 million people attended women’s tennis events in 2008, with millions more watching events on television networks worldwide.
The tour turned to FLIMP to promote its new live streaming service, TennisTV.com, and the tour’s “Looking for a Hero?” advertising campaign. FLIMP was also used to provide daily highlights from the tour’s season-ending event: the Sony Ericsson Championships, held in Doha, Qatar, in November 2008.
The FLIMP Campaign
The tour’s main objective for the campaign was to increase awareness of its brand. With a new venue for this prestigious event and a brand new live streaming website, the tour wanted fans to be more aware that it was taking the sport into new regions and formats, allowing more people around the world to watch tennis remotely, engage with its stars, and become more regular followers of the sport by increasing accessibility. FLIMP was seen as a new way to reach avid tennis fans whilst pushing the tour’s own video resources to consumers. Using the FLIMP rich media platform and its own video content, the Sony Ericsson WTA Tour was able to create a VLP, distribute to target audiences, and then measure the results in real time on the FLIMP analytics dashboard.
As Michael Rowe, vice president of television and digital media at the Sony Ericsson WTA Tour, says:
The tour’s over-arching goal in the digital space is to widen its appeal, to engage more casual fans, but also to better serve the hardcore fans. The FLIMP campaigns we undertook were more targeted towards the hardcore fan, so brand engagement was a primary goal, and also to drive traffic back to the tour site, www.sonyericssonwtatour.com, and in particular its video on-demand platform, presented by Dubai Duty Free, one of our premier partners.
FLIMP was a good fit for us, as we’d launched our own video on-demand platform at the start of 2008, and with the launch of TennisTV.com at the start of 2009, we felt we’d be targeting the tennis consumers that would have most engagement with our product. We liked the flexibility FLIMP gave us, the freedom to brand and customise the pages from the toolkit and then control the campaign ourselves.
With the launch of the tour’s new website in 2009, Rowe sees further opportunities to use FLIMP to engage consumers of tennis video and drive increased acquisition of email addresses for the client database.
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