Pedro Duarte Marketing Manager from Real Madrid C.F. presented how Real Madrid used mobile marketing to reach fans across the world at the SRG Conferences in Sydney on July 13. #scau

1. Real Madrid Case Study: Developing a Global Mobile Strategy Pedro Duarte. pduarte@realmadrid.es Mobile Marketing Manager. Real Madrid C.F.

2. Introduction

5. New Media 360º “ To be where the user is, using the channels the user uses”

6. Mobile Business. Engaging Fans worldwide

9. Content Distribution Strategy. Local Strategy The mobile content distribution strategy is different in Spain than outside this territory. SPAIN  Direct management INTERNATIONAL  licensing/franchising model ON PORTAL BUSINESS Mymadrid OFF PORTAL BUSINESS MEDIA PARTNERSHIPS

10. Content Distribution Strategy. Local Strategy Case 1: Real Madrid Mobile off portal Content suscription club *Launched in June 2009. Flat fee: 3€/week. The user signs up and can download up to 12 content per week *Content: games photos, latests videos, games, animations and latest news. *Acquisition: through web (affiliate programs and SEM) with splash pages. * Kpis: ARPU: 12€. CPA: 4,8€. 40.000 users suscribed so far.

13. Content Distribution Strategy. Wordwide presence

14. Content Distribution Strategy. Some examples Example 1: Saudi Arabia with STC -Classic onportal sms/mms alerts. -Promotion through the media partnership of STC. -100.000 users suscribed to RM mobile services Example 2: Japan with MLJ -off portal content. Suscription model -Promotion through the media partnership of MLJ and rm.com -10.000 users suscribed to RM mobile services

15. MyMadrid

17. MyMadrid: Mobile Community My Madrid is the first mobile community that a football club launches to the market. It is a multilanguage and multiformat App (java, iPhone and soon Android/360) for the fans worldwide. My Madrid allow users to access to: Clasification, Schedule, exclusive contests, Results, videos, News, Chat, 3d Goals, Messenger, ticket sales…and soon fidelity program and sales of jerseys. 150.000 users 3M Impressions/month

20. Other actions. „Madridista Experience“

21. Other services - MADRIDISTA EXPERIENCE : Contracts with the main media group in Spain (Unedisa, Prisa, La Sexta…) to develop continuos contest in TV, internet, magazines…offering the fans the possibility to win exclusive prizes (white days, tickets,…) - COMMUNICATION : Usage of mobile in the traditional communication messages with the fans: Videogreeting 3G in Christmas or after winning the League Trophy. Kpis: 35% response rate 3G+45% response rate 2G. Vs 20% RR emailing Show Video 1 Show Video 2 Show Video 3

22. Other services REAL MADRID FANTASY MANAGER 2010 Social Game for Mobile+Facebook. Totally integrated. Launching: 15th August Business model: Freemium

23. Some figures and conclussions

24. Some figures Close to 500.000 users worlwide suscribed to RM Mobile Suscription services. Continuos download of official content worldwide. Generation of permission mkt data base for RM  crossellings M-commerce  additional sellings

26. Real Madrid Case Study: Developing a Global Mobile Strategy Pedro Duarte. pduarte@realmadrid.es Mobile Marketing Manager. Real Madrid C.F.