Project Description

Independence Blue Cross/Blue Shield of Philadelphia partnered with GoMo Health and 24K Creative  on various customer outreach and engagement strategies, including the design and management of HomeTeamIBX.com, a digital platform through which registered users can stay up-to-date on their favorite local teams – the Phillies, 76ers, Flyers, Union, as well as all the Philadelphia football and college basketball teams. Through the GoMo Platform, 24K also manages the live event test (SMS) message sweepstakes that run during 76er and Union home games.

Objective

To develop an interactive, in-the-moment method for promoting the sponsorship of several Philadelphia sports teams and provide fans with team updates and promotions. Spinning out of successful live event sweepstakes, one was designed to gather market intelligence from the HometeamIBX.com subscriber base.

Deliverables

IBX partnered with GoMo Health and 24K for the design, launch, and ongoing site support of the HomeTeamibx.com digital platform through which registered users can stay up-to-date on their favorite local sports teams. The site gives fans access to information and videos about their favorite players, season schedules for various Philly teams, and mobile alerts & content. In addition, Independence Blue Cross uses GoMo Campaign to conduct multiple live event sweepstakes at each of the sporting events. To promote the Home Team IBX digital platform, GoMo Health 24K Creative Media collaborated with Independence Blue Cross on:

  • Promotional giveaways
  • QR code and text-in keyword promotions on Home Team IBX collateral
  • Social, mobile, and viral promotion and advertising
  • Street team promotional distribution

Results

A data-empowered IBX is now able to conduct more targeted marketing and promotion, further engaging their subscriber base.

  •  1,220 subscribers
  • 36% click through rate to mobile website
  • 24% completion rate of opt in goals