Build on success
Proposition
The FOX Super 6 app, designed as a free-to-play platform, serves as a strategic tool for building a customer database and driving traffic to the revenue-generating FOX Bet app.
Position
Senior Vice President, Creative Director
Services
Audience Analysis
Advertising Campaigns
Social Media Strategy
Brand Ambassador / Influencer Marketing
Content Creation
I spearheaded the design and development of all digital products, a multi-faceted Campaign strategy anchored by Terry Bradshaw, leveraging influencer marketing and targeted advertising campaigns to drive engagement.
Additionally, I assembled and led a high-performing team in executing these initiatives, focusing on analytics and audience insights to craft data-driven campaigns that resonated with our customer-centric approach, ensuring maximum impact in the market.
Results
Awareness
50% from baseline of 33%
Reach
4 Million Downloads in first 2 Years
500,000 Active Weekly Players
Improved Apple app store reviews to current rating of 5 out of 5
Awards
Cynopsis Sports Media Awards
Best Online Sports Betting Experience / Sports Beting Innovator of the Year
Overview
Strategising the path to success
Crafting the marketing plan
I led marketing initiatives and multimedia campaigns. This involved strategising formats like social media, TV commercials, print, sales tapes, and managing paid media placement and promotions across traditional broadcast, radio, OOH, OTT, digital, social, and experiential channels.
Data & consumer insights
I collaborated closely with Social Analytics and Marketing teams to identify, create, and execute a new brand strategy. Since its launch, we've seen consistent improvements in key metrics such as CPI, FTD, ARPU, and CRM, reflecting the effectiveness of our collaborative efforts in driving growth and engagement.
Hitting the target
As the strategist, I ensured the FOX Super 6 app was featured in prime time shows and integrated into all FOX broadcasting, including before every NFL match-up. Leveraging brand ambassadors, influencers, and tailored content amplified reach, while a comprehensive approach across channels maximized engagement.
Advertising campaign
We brought to life three vibrant seasonal campaigns, spanning from launch to holidays and playoffs. Strategically positioning Terry as the financial decision-maker.
Integration
Seamlessly integrated the Super 6 experience into Fox broadcasts and across all of their platforms. This strategic move enhanced viewer engagement and provided a cohesive, exciting experience for the audience, making every moment more interactive and entertaining.
And then there was the mother load: NFL on Fox minutes before kickoff
Social
Amplifying Engagement Through FOX Platforms and Talent Influence. Short, Sweet, and Targeted for Sports Fans.
The Push
After establishing Super 6 as a cornerstone, we transitioned seamlessly to promoting the revenue-generating FOX Bet app. This involved inheriting FOX Bet's visual identity, integrating its name into the main title, leveraging FOX talent, tapping into our extensive customer database, and strategically promoting FOX Bet across Super 6 touchpoints and broadcast integrations.
Nurturing & education
Education plays a crucial role in our approach, as we prioritize guiding users on how to play and engage effectively within the FOX Super 6 community.
Cross promotion & verticals
Leveraging FOX and Flutter's diverse verticals, we strategically utilized our products to cross-promote and elevate other entities within the portfolio, maximizing visibility and engagement across multiple channels
