Congressman Connie Mack’s campaign for Senate in Florida has become one of the most-watched races in the country, with huge implications for the presidential contest and the balance of power in the Senate. In a state as heavily contested as Florida, the Mack campaign is constantly looking for new ways to engage supporters and turn them into activists.
That commitment to engaging their supporters online led to the Mack campaign partnering with Engage to launch a new Multiply-powered action platform last week — Mack All Stars.
The Multiply team worked closely with the Mack campaign to create an action platform with a unique look and feel that complements and enhances the design and branding of the campaign’s website, ConnieMack.com. The result was one of the most visually interesting Multiply sites we have launched, with a heavy emphasis on creating buzz around Mack’s signature issues, like the Mack Penny Plan and Keystone XL pipeline.
Our focus with Mack All Stars was on making it quick and easy for users to sign up and begin taking action to help the campaign immediately. With one-click Facebook login, the campaign is able to gain vital contact information that it needs for its grassroots operation, while lowering the barrier to entry for supporters.
On Mack All Stars, our design team wanted to create an experience that took the campaign’s existing design and brand and enhanced it to create a rich, seamless experience. Playing off the baseball theme in Connie Mack’s campaign logo, we created a set of baseball-themed badges and rewards that give the site a unique brand identity, and create a holistic user-experience for supporters.
Monthly contests and prizes, points for logging into the site regularly, and deep integration with Facebook, Twitter, and Foursquare encourage Connie Mack’s supporters to make Mack All Stars a hub for both online and offline activism while providing valuable data to the campaign on how their supporters are responding to new content and initiatives. The Mack campaign is committed to using new technology to empower their supporters, and our team is honored to partner with them on this exciting project.Tweet
A few weeks ago, we let you know about one of our most exciting new Multiply installations - College Hockey Rewards - the social action platform for the NCAA’s 2012 Frozen Four. Today, we are thrilled to share some of the impressive results of the game! Going into this project, we knew that college hockey fans were some of the most passionate fans out there, so our objective was to harness that passion to:
To achieve these goals, we built collegehockeyrewards.com - the first comprehensive social media rewards program designed specifically for a single major national sporting event. Collegehockeyrewards.com was launched a few days before the 2012 Frozen Four selection show aired live on ESPNU. In the days leading up to the selection show, College Hockey Rewards members could share on Facebook that they were going to watch the event. Doing so would earn them points and the “Selection Show” badge. Once the Frozen Four teams earned their spot in the tournament, we moved quickly to coordinate the efforts of College Hockey Rewards with the digital teams at Boston College, the University of Minnesota, Ferris State and Union College. New badges were created for fans of each team, who could unlock their team’s badge by sharing with their friends that they were supporting their respective team on collegehockeyrewards.com.
Once fans hit the ground in Tampa, they were greeted with a video of Tampa Bay Lightning Alternate Captain and Frozen Four alum Marty St. Louis personally welcoming them to Tampa Bay and the Frozen Four when they checked-in to Tampa International Airport on foursquare.
On the ground, fans earned points for checking in to their team’s headquarters, taking photos with the Hobey Baker and National Championship trophies and of course tweeting about their experience with #FrozenFour.
As fans racked up points on collegehockeyrewards.com, they earned 2012 Frozen Four memorabilia which they were able to claim outside the event at a College Hockey Rewards booth. Attendees saw College Hockey Rewards members getting incredible rewards and they were curious about how they, too, could earn rewards. We saw a significant number of fans sign-up for the site at the event via our Multiply mobile sign-up page. It was great to see fans instantly being engaged and taking action to promote the 2012 Frozen Four amongst their friends back home.
During the three week campaign, a total of 4,492 #FrozenFour tweets and retweets of the official @NCAAIceHockey Twitter account were posted by members of College Hockey Rewards. These tweets led the way to more than 31,000 #FrozenFour tweets during the tournament. College Hockey Rewards members shared 521 pieces of Frozen Four content on Facebook to 88,261 unique friends, gaining a potential 237,576 impressions. Perhaps the most compelling metric of engagement was the fact that the 619 members of CollegeHockeyRewards.com took an average of 21 actions on the site! That’s an incredibly deep level of engagement with fans that most organizations only dream to see in such a short period of time.
By all accounts, College Hockey Rewards was a huge success, taking the passion of sports fans and turning their passion into action on behalf of the innovative partners behind this project - Tampa Bay Sports Commission, the Tampa Bay Lightning, and Tampa Bay & Company.
Below is a full case study on Multiply for the 2012 Frozen Four. Feel free to download and share with your friends! And if you’re interested in scheduling a time to chat about how your organization might be able to leverage the Multiply platform, contact us here.Tweet
The Multiply team is thrilled to be working with the Tampa Bay Sports Commission, the Tampa Bay Lightning and Visit Tampa Bay to engage and activate college hockey fans surrounding the NCAA’s Frozen Four College Hockey National Championship! Check out the site at collegehockeyrewards.com.
College hockey fans are some of the most passionate fans out there. The partners on this project wanted to harness that passion surrounding the Frozen Four, rewarding the most passionate fans for the actions they take on social media to promote the event.
The game has just launched and we are already seeing tremendous engagement and excitement from fans surrounding the platform!
Part of the reason there’s so much excitement surrounding collegehockeyrewards.com is because of the excellent rewards the partners have put together for the top fans. Rewards include Frozen Four lapel pins, souvenir hockey pucks, t-shirts and the grand prize of a commemorative Frozen Four 2012 jersey, customized with the winner’s name and signed by Frozen Four alum Marty St. Louis.
We will be sure to share with you some of the great success of Multiply for the Frozen Four once the event concludes, but for now, go ahead and sign-up and try it for yourself at collegehockeyrewards.com!
Since launching Team Boehner Action late last year, Speaker Boehner’s team has used the Multiply platform in some really interesting ways.
Last week, Speaker Boehner took the time to sign ten copies of the January cover of Newsmax magazine featuring the Speaker. The ten signed copies were sent to the top 10 point scorers on Team Boehner Action. This is a great example of a “real-world reward” being awarded through Multiply to reward top supporters of a candidate!
Also last week, Team Boehner offered supporters the chance to earn 25 points on Team Boehner Action for checking-in to their booth at CPAC on foursquare. At the booth, Team Boehner also had QR codes that linked to a mobile petition which supporters could sign, fighting back against the President’s decision to reject the job-creating Keystone pipeline project. The petition - powered by Multiply - allowed anyone to sign, regardless of whether or not they were a member of Team Boehner Action. But for those individuals who were members, they were awarded points for signing the petition.
Be sure to sign-up for Team Boehner Action today and check out the innovative ways they are leveraging the Multiply platform to measure and inspire action everywhere.Tweet
Last week, the BBC stopped by Engage’s offices to talk about the gamification of Election 2012 and how Multiply, our social action platform, is being used to drive fan activity for clients as diverse as Speaker John Boehner to the USF Bulls. Here’s a brief snippet from their profile:
Digital advertising firm Engage is currently experimenting with online gamification for some of their political clients. They were part of the team that developed the “I Voted” badge on FourSquare, designed to increase awareness of election day and encourage voter turnout.
They also offer a social media platform, called Multiply, that integrates gamification techniques into a candidates’ website. Visitors to the website of House Speaker John Boehner, for instance, can earn badges for checking in from the speaker’s home state of Ohio, or by linking the page to their Facebook account.
“The user gets instant gratification, a sense of involvement and participation and gratitude,” says Patrick Ruffini, the president of Engage. “The campaign gets data.”
That data helps the candidate better organise and target potential voters, donors and volunteers.
Multiply is already fueling online action for a wide variety of organizations, and we’d love to do it for you. Learn how social media married with gamification can drive results for your organization by getting in touch today.Tweet