CBS Outdoor's txt2go is a Slam Dunk for the New York Knicks

Early Season Out-of-Home Media Campaign Provides Valuable Insight and Helps Increase Knicks Mobile Fan Base

Jan 12, 2010, 12:00 ET from CBS Outdoor

NEW YORK, Jan. 12 /PRNewswire/ -- As part of the New York Knickerbockers 2009-10 season "Declare" marketing campaign, the Knicks marketing team worked with CBS Outdoor's text messaging platform, 'txt2go,' to develop an interactive out-of-home media campaign that ran during the early part of the season.  The text messaging campaign utilized widely deployed Subway posters that asked fans to text in for a chance to win Knicks season tickets.  New Yorkers who texted in to enter the sweepstakes received a special promotional offer, which was periodically changed throughout the month-long early season campaign.  The team also incorporated a direct response element, which enabled additional ticket sales.

Utilizing txt2go, the Knicks were able to access real-time performance data that could help measure how various promotions performed and allowed them to make adjustments on an ongoing basis.  Over the four week campaign, more than 3,300 consumers texted in. This provided the Knicks with a significant base of individuals to test promotions prior to finalizing general market strategies for the season, and helped increase the team's mobile fan base.  

"The Knicks 'Declare' marketing campaign focuses on connecting the fans, the city and the team, and establishing a two-way dialogue with our fans," said Howard Jacobs, senior vice president of marketing and ticket sales for Madison Square Garden Sports.  "Using txt2go in our early season campaign, we were able to incorporate sweepstakes, digital couponing and customer loyalty elements, and gain valuable insight into our fan base.  CBS Outdoor's team helped guide us in developing an effective strategy incorporating txt2go into our campaign, and the results exceeded our expectations."

"Our text messaging component provided the Knicks with real-time performance data that allowed them to adjust their marketing strategy during the campaign; and to adjust future campaigns to reach their target audience more effectively," said David Lane, Vice President of Digital Media, CBS Outdoor.  "We design our mobile strategies around our client's campaign objectives, and the NY subway audience provided the Knicks with an excellent sampling to collect important data that will shape future campaigns.  We also ensured that they were able to use txt2go to effectively communicate their ongoing promotions to their list of participants after their media campaign had ended. "

CBS Outdoor's txt2go is a turnkey platform whereby an advertiser of any size can add a text messaging element to their overall marketing strategy.  Designed to enhance not only the out-of-home component, txt2go should be used across the advertisers entire media strategy.  In addition to simplifying the process, CBS Outdoor txt2go is very affordable with packages starting at $225.  Clients will be able to see the real-time performance of their campaign on the CBS Outdoor Mobile Website.  The txt2go team also ensures that the advertiser effectively communicates with their list of consumers who participated in their text program after their media campaign ends.

The Knicks season-long "Declare" marketing campaign centers on the unique connection between Knick fans, New York City and the team, and utilizes the "Declare" statement as a call to action for fans to show their Knicks pride.  The campaign includes an expansive play in print, television, radio, outdoor, online and interactive media that launched in October 2009 and will continue through the end of the season.

CBS Outdoor is one of the largest out-of-home media business in North America, and has a major presence across Europe, Asia and South America. With both traditional outdoor and transit properties, the division gives advertisers both breadth of coverage across vast geographies and depth of coverage, providing multiple media opportunities in key markets.

The NBA's New York Knickerbockers basketball team, in its 64th year of operation, is part of Madison Square Garden, L.P. Madison Square Garden, L.P. is owned by Cablevision Systems Corporation and includes the New York Knicks (NBA); the New York Rangers (NHL); the New York Liberty (WNBA); the Hartford Wolf Pack (American Hockey League); MSG Entertainment, which includes concerts and events at Radio City Music Hall, Madison Square Garden, The Theater at Madison Square Garden, the Beacon Theatre, the legendary Chicago Theatre, as well as an exclusive co-booking agreement with the venerable Wang Theatre in Boston, and which manages wholly-owned live entertainment properties including the Radio City Rockettes and the Radio City Christmas Spectacular; MSG Media, which is comprised of television networks MSG and MSG Plus, MSG Interactive, which oversees all company wireless and online initiatives, and Fuse, the only national music television network; and the Madison Square Garden arena complex, located in the heart of the New York metropolitan area.

SOURCE CBS Outdoor