Interactive rewards for loyalty members are on the cards for Foxtel after bringing on a digital campaigns engagement platform.
The pay TV and streaming services player recently brought on Komo’s audience engagement platform in order to up the ante on its digital marketing campaign efforts. The self-service platform allows the Foxtel team to create online hubs featuring gamification and content that can be used for competitions and promotions.
So far, Foxtel has rolled out five campaigns using Komo. Its director of customer marketing and loyalty, Lisa Cronin, highlighted the recent ‘Bake with Foxtel’ campaign hub as its most successful, attracting tens of thousands of engagements.
The hub centerd around content for Foxtel users to access, including an exclusive cooking video by Matt Moran and recipe download to cook along at home. Consumers were encouraged to upload their creations via Komo for a chance to win a SMEG fridge. The hub also featured an interactive scratch and win competition to win one of 1000 SMEG hand blenders by playing each week.
“The Bake with Foxtel campaign saw tens of thousands of members engaging with the hub and sharing their prizes on social, which was incredibly effective from an awareness perspective,” Cronin said. “Using Komo, we were also able to easily access the analytics and reporting dashboards behind each piece of content to quickly see our results and performance.”
Cronin said the team had been looking for ways to create bespoke content for customers and broaden engagement out of traditional campaign channels and tactics.
“As an entertainment company, Foxtel needed a platform that rang true to its offering and engaged customers through a range of fun and diverse content,” she said. “This meant stepping away from the repetitive 25 words or less campaigns, which were triggering user fatigue, and moving into the exciting realm of gamified engagement tools on a dedicated, noise-free platform.”
The ability to create campaigns swiftly as well as the user-friendly back-end system made Komo an attractive investment, Cronin said, noting easy-to-use templates as particularly useful.
“We can design our own interactive sites in record time without needing any web development skillset,” Cronin said. “There are many customization options and features to choose from on Komo’s platform and this allows us to get very creative.”
Foxtel is also using the Komo platform across the Fox Sports assets to drive second screen fan engagement and support partners during live broadcasts, said its head of digital, Caitlin O’Meara, said.
Next cab off the rank is the newly launched Foxtel Footy Hub, and engagement campaigns for NRL, AFL, Supercars and Netball. The media company is also expected to launch a range of interactive promotions for Foxtel Rewards members using the platform.
Komo CEO, Joel Steel, said it’s becoming more and more difficult to capture people’s attention and get them engaging with a brand.
“Our mission to make it easy, fast and effective for anyone to create engaging digital moments audience that connect, capture and rewards is coming to fruition and the partnership with Foxtel is proof of that. This partnership with Foxtel is growing from strength to strength and we are excited about what the future holds for all involved,” he said.
Komo is also being used by the Australian Olympic Committee, Williams F1, Ranfurlie, QBE, The Urban List, Marvel Stadium, Carlton United Breweries and Coca-Cola European Partners.
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