Analysis of Captive Media Impact on MatchPint Redemptions

London March 2015

About MatchPint

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MatchPint connects sports fans, pubs, and brands.

Sports fans use MatchPint to find out which pubs in their area are showing specific sports events.

Brands are able to leverage this relationship, and access highly targeted and engaged sports fans via branded content, in-pub promotions, and localised push notifications.

“

”

• What?• MatchPint promoted a 2-4-1 offer on

Guinness • Only available on match days between

13:00 and 20:00

• When?• Each match day between the hours of

13:00 & 20:00 over the 6 weeks between 6 Feb and 21 March 2015

• Where?• 835 venues in the UK carried

MatchPint’s offer• 12 of them had additional Captive

Media support

• How?• Captive Media’s washroom screens

carried video ads for the promotion and calls to action, supplementing MatchPint’s own Point of sale material

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Captive Media supported MatchPint in their Guinness Promotion during The Six Nations Championship 2015

MatchPint’s brief from Guinness was to drive sampling of Guinness during Six Nations match days

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• The offer:• 2-4-1 Guinness when redeemed via the

MatchPint app, in partnership with Guinness

• Available on Six Nations match days between 13:00 – 20:00

• One redemption per user per match day

• MatchPint had distributed additional material such as Point-of-Sale posters and ‘tents’ to all its venues to further promote the offer.

Captive Media’s objective was to boost participation in the MatchPint/Guinness offer

• What we did : In each of the 11 Captive Media venues, our washroom screens showed• Video promotion: one 10-second video

advert explaining the 2-4-1 offer (see left) • Game: a branded version of our xStream

Racer game promoting MatchPint’s app and offer

• 4769 games in total were served during campaign hours over the 6 week period

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• Captive Media promoted MatchPint’s 2-4-1 offer on our screens at participating venues

• Our brief:• Drive awareness of MatchPint• Drive awareness of the 2-4-1 offer• Increase MatchPint app downloads• Increase offer redemption rates in the

Captive Media venues compared to the national average

• 11 of MatchPint’s venues featured additional Captive Media support. These were spread around greater London and the South East

• We interviewed pub-goers in 7 of the 12 Captive Media/MatchPint venues

• In addition, we interviewed in two non-Captive Media/MatchPint venues to provide a control group

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11 venues out of MatchPint’s UK network carried the Captive Media promotion

The Windmill The Albion The Willoughby Arms

The Crown Gigalum The John Baird

Yager Bar

* *

**

*

* Captive Media interview venues

* Non-Captive Media interview venues

Kingston Gate Wishing Well The Bunker

**

The Bloomsbury The 3 Steps The Sporting Page

*

Frankie’s

*

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We conducted 162 customer interviews on 5 separate days in 9 locations

• 162 customer interviews in the bars during match days• In 7 of the 12 Captive Media Venues• PLUS 2 Non-Captive Media venues• On five separate match days

• 10 Questions walking through the marketing funnel• AWARENESS: of MatchPint, of the offer• INTENTION: to download MatchPint, redeem the offer• ACTION: reported actual downloads and redemptions.

• Results on redemption and download were supplemented with MatchPint’s own measured download and redemption data from their servers

We grouped respondents by their level of exposure to Captive Media

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1. Control Group 2. “Bystanders” 3. Viewers

Respondents in MatchPint pubs without Captive Media

Respondents in Captive Media pubs but who had not seen the screens

Respondents who had either seen the screens OR played the game

Respondents who had played the game.

4. Players

16 53 93 45

Increasing Exposure

Awareness: MatchPint

MatchPint awareness was 60% among bystanders. This rose to 93% among players

Control Bystanders Viewers Players0%

25%

50%

75%

100%

0%

60%

83%

93%

Qu. Have you heard of MatchPint before?

Awareness: The 2-4-1 offer

Offer awareness was 55% among bystanders. This rose to 98% among players

Control Bystanders Viewers Players0%

25%

50%

75%

100%

0%

55%

85%

98%Qu. Can you explain the offer?

Consideration: Downloading the MatchPint app

Download consideration was 36% among bystanders. This rose to 53% among players

Control Bystanders Viewers Players0%

25%

50%

75%

100%

0%

36%

43%

53%

Qu: [to those who didn’t already have it] Will you now download the app?

Number in each group who hadn’t already downloaded the app

56 194516

Consideration: Redeeming the 2-4-1 offer

Redemption consideration was 40% among bystanders. This rose to 67% among players

Control Bystanders Viewers Players0%

25%

50%

75%

100%

40%

52%

67%

Qu. Will you redeem the offer?

N/A

App downloads

In-venue MatchPint downloads were 8.8 higher in Captive Media venues than in MatchPint venues without Captive Media

MatchPint Average Captive Media Average0

3.8

7.5

11.3

15

5.3

14.1

Average total in-venue app downloads per venue over the 5 weeks

From a controlgroup of 12MatchPint venues

Source: MatchPint

Offer redemptions

Average offer redemptions per venue was 28.1 in Captive Media venues, compared to 13.2 for MatchPint Nationwide

MatchPint Average Captive Media Average0.0

7.5

15.0

22.5

30.0

13.2

28.1

Average total offer redemptions per venue over 5 weeks

Source: MatchPint

Offer redemptions per game served

There were 4,769 games played during the hours the 2-4-1 offer was available, a redemption rate of 4.5%

1.8%4.5%

MatchPint offer redemption rate in Captive Media venues (i.e. conversion rate)

Online video advert click-through rate (source: Business Insider, 2015)

0.8%

Smartphone conversion rate (source: Monetate, 2014)

As context, we noted differing levels of PoS support between the venues

Manager Aware?

StaffAware?

Pos Tents Pos posters Bar Mats Window

StickersCaptive Media

The Albion Tavern

Y N N N Y N Y

Crown Hotel Y Y Y Y Y N Y

Willoughby Arms

Y Y Y Y Y Y Y

The Windmill Y Y Y Y Y Y Y

Gigalum Y Y Y N Y N Y

Yager Bar Y Y N N N N Y

Wishing Well Y Y Y Y Y N Y

Frankie’s Sport Bar

Y N N N N NNon-CM venue

The Sporting Page

Y Y N N N NNon-CM venue

% ‘compliance’ 100% 66% 55% 44% 66% 22% 100%

Conclusion

Captive Media has been shown to boost participation in the MatchPint/Guinness offer:

• 93% of Captive Media players recalled the MatchPint brand from the screen

• Word-of-mouth/PoS drove understanding of the offer to 98%

• Viewers & players were inclined to both download the app (43% and 53%) and

redeem the offer (52% and 67%).

• Captive Media venues saw almost 3x the level of in-venue app downloads (14.1 vs 5.3)

• Redemptions were also 2x higher in Captive Media venues (28.1 vs. 13.2).

• Half of all redemptions involved new app downloads

• Viewers and players were more than 2x as likely to welcome other ads of this type

Captive Media LtdSurprising. Shocking. Amazing.

www.captive-media.co.uk

https://twitter.com/#%21/Captive_Media

http://www.youtube.com/user/captivevideos

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