Learn how the Houston Texans used various media platforms in an integrated approach to grow their mobile user base (i.e. app downloads and text club subscribers).

1. Houston Texans
Mobile Growth
Strategy

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2012 Top 5 Most Valuable NFL Teams
Source: ESPN

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2012 Top 15 Most Valuable Sports Teams
Source: Forbes

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About

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Growth: 215k+ mobile app downloads in 13mos.

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Growth: 35k+ combined text subscribers in 28 mos.

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How can I grow my mobile user base (app/SMS)
with an integrated approach?
Social Media Online Media
MOBILE
GROWTH
Offline Media Broadcast Media

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Why is mobile important to the Houston Texans?
REVENUE
FAN
BRAND

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Your brand can’t be global without mobile
1.2 billion smartphones 1.08b of the world's
will enter the market over 4b mobile phones
the next 5 years are smartphones.
3.05b are SMS-
ABIResearch
enabled.
64% of mobile phone time
is spent on apps, and 44% Microsoft tag
of U.S. mobile subscribers
own a smartphone.
Nielsen

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KEY TAKEAWAYS
Rule of 7 • Rule: You need to hear a message 7x before taking action.
Inventory • Utilize every asset at your disposal (platforms, partnerships, etc.)
Media • Harness traditional/emerging media to reach consumers
Value • Clearly convey the value of the product/service in messages
Equity • Look for opportunities to give fans ownership
Simplify • Reduce the barriers to entry to help facilitate participation

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HOUSTON TEXANS MOBILE APP

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BACKGROUND
• Launched Sept. 2011 on iOS, Android, BlackBerry
• Developed by Yinzcam in partnership with Verizon
• Ranked No. 2 on Top Free iPhone Sports Apps chart 11/17/11

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TACTICS
I. Download Info
II. Social Media
III. Online Content
IV. Broadcast Media
V. Offline Media

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How to download the Texans Mobile app?
Text TEXANS to 51288

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88% conversion
~14.3% of our mobile app downloads can be traced to our SMS and QR codes.

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Download info. Download info.

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One-click social
sharing inside app
builds awareness
by appending
#TexansMobile
Our Twitter avatar
was our branded
QR code

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We wanted to
showcase the App images
product benefits helped promote
as much as “shares”
possible

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We showcased the best user feedback from Twitter in our Google+ post
Avatar is branded
QR code

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Facebook/G+ fans helped choose the photo for the Texans Mobile app loading page

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We used a contest to drive awareness of the Texans Mobile app on Twitter

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User ratings/reviews are one of the best ways to drive downloads. Use Storify!

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Leverage your partner relationships to drive awareness

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SOCIAL MEDIA OPTIMIZATION
“An optimal strategy must weigh
the number of people paying
attention against the number of
other posts vying for that
attention.”
– Bit.ly blog

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Facebook
12a 5a 10a 3p 8p
M
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W
TH
F
S
Su
Darker the blue, the more traffic (on avg.) links
posted in that hour received in following 24hr
period. Links posted from 1-4pm lead to highest
avg. click throughs.
Source: Bit.ly blog

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Twitter
12a 5a 10a 3p 8p
M
T
W
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F
S
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On Twitter, posting in the afternoon earlier in
the week is best chance at a high click count.
Source: Bit.ly blog

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Press release posted on HoustonTexans.com serves as landing page
Texans Mobile app
creative appears
throughout
HoustonTexans.com
We created a vanity URL: www.HoustonTexans.com/Texans Mobile
Also, type “Texans Mobile” in search field on HoustonTexans.com

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Texans Mobile app press release
generated media coverage
online (KHOU.com) and on the
radio (950 AM).

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Our MB users receive a happy birthday message with instructions
how to download the Texans Mobile app and join our text clubs.

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Content is King: App promo in our most popular programming grew awareness!

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Use IFTTT.com
Mobile app & SMS
to publish
voting promo on
content across
Instagram,
multiple
WordPress &
platforms
HoustonTexans.com
simultaneously

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App streams Texans Radio The Texans Radio
content live. We promote that txt line includes a
via social media, and we bounceback
encourage our talent to make message
CTA messages in shows. We w/download info.
also run radio spots for the app.

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Ad in each team Cheer profile in
publication promotes Gameday magazine
Texans Mobile app and encourages fans to
Texans Text Clubs download app
Ad in Texans
Weekly Wrap-
Up Newsletter

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In-venue at Reliant Stadium, we have Texans Mobile app signage
above fountains, in concourses & at Bull Pen Party Deck.
Texans Mobile
app ad in cup
stuffers at
Reliant
Stadium
LED messaging in-
stadium promotes app

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P.A. read in-stadium tells Our gameday text helpline sends a bounceback
fans to download Texans message encouraging fans to download our app and
Mobile app to view silent sign up for txt alerts.
auction items. Proceeds up
32% vs. 2011

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HOUSTON TEXANS TEXT CLUBS

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BACKGROUND
• Launched June 2010
• Houston Texans Text Clubs
 NEWS, SCORES, OFFERS, TICKETS
• SMS promos: TV, in-game, online
• Partner:
TACTICS
• Download Info
• Social Media In text alert bounceback
• Online Content messages, there are
prompts to download
• Broadcast Media the Texans Mobile app.
• Offline Media

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Make registration as easy as possible!
Text keyword (i.e. NEWS, SCORES, etc.) to 88222
A dedicated short code is more expensive
For consistency, use same short code in each promotion

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We dedicated a
tab on Facebook
to SMS sign-ups

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Be timely. Twitter posts on gameday promoting SCORES text club resonated w/ fans.

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We included the sign-up iFrame (or sign-up info) on all of our mobile properties.
Texans Mobile app Online Shop WAP site Texans WAP site

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Fans can sign up to our text clubs via contest web forms on HoustonTexans.com.
Text club sign-ups from preseason watch-and-win promo:
3,815 in 2012 & 3,962 in 2011

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We have prominent messaging to
promote Texans Text Clubs
throughout HoustonTexans.com

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2012 Houston Texans Cheerleaders Tryouts
• 43 finalists
• Fan votes via SMS, Twitter, online poll
• 301,081 SMS votes April 18-30
– 11,867 uniques
• Each SMS vote received a bounceback
with txt club sign-up information
• Gained 926 subscribers in 13 days
– +87.6% avg. daily growth rate
• Awareness is crucial!

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Photo galleries on HoustonTexans.com and Facebook promote FanPix email.
1,952 submissions this season. Bounceback email w/sign-up info.

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Preseason TV txt poll w/ Preseason TV pic-to-screen w/
bounceback message. bounceback message.
During 2012 preseason, we received 3,009 txt votes & 3,010 photo submissions.

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Pic-to-screen promo at Reliant Community
Stadium received 2,170 pic Player of the
submissions first 5 gms. Month and
Bounceback message included. Play of the
Game polls
Sign in Go Texan Store promotes get ~700
txt clubs, mobile app, etc. votes/game.
Each SMS
vote receives
bounceback.

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KEY TAKEAWAYS
Rule of 7 • Rule: You need to hear a message 7x before taking action.
Inventory • Utilize every asset at your disposal (platforms, partnerships, etc.)
Media • Harness traditional/emerging media to reach consumers
Value • Clearly convey the value of the product/service in messages
Equity • Look for opportunities to give fans ownership
Simplify • Reduce the barriers to entry to help facilitate participation

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• Any questions

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Contact Info
Nick Schenck
Director of Integrated Media
Houston Texans
Email: nick.schenck@houstontexans.com
http://tinyurl.com/nschenck