Challenge: In 2000, Setanta Sports, a national satellite distributor of Pay-Per-View soccer events, with an exclusive license to the English Premier League and Euro 2000, was looking for an avenue to promote these television broadcasts, and determined that soccer web sites would be an appropriate medium for reaching their key demographics of devoted soccer enthusiasts with discretionary funds to spend on their broadcasts.
Approach: RMG3’s marketing and communications experts crafted a plan to reach the brand’s target audience. RMG3 utilized its Content Production Team to create advertorials for publication on the internet, and secured placement on sites such as 1touch.rmg3.com, the most popular independent soccer web site in North America at the time. In addition RMG3 developed advertising banners and promotional button placements and created a direct email marketing campaign. Specifically, RMG3 placed Run of Network Advertising and multiple logo placements on internetsoccer.com, 15 and 30 second promotional spots on Radio Daily broadcasts, inclusion in bi-weekly HTML Newsletters, and logo placement on internetsoccer.com’s Avantgo Channel. All elements were designed to reach Setanta’s specific target demographic.
Result: With the addition of RMG3’s efforts, Setanta generated significant revenue-generating registrations for its Pay-Per-View soccer broadcasts. In 30 days, RMG3 delivered more than 12,000 prospective Setanta customers and helped make Euro 2000 broadcast their most successful campaign to date.
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