Pico’s digital activations align perfectly with our core value proposition of never asking a fan to leave the channel they’re currently on and using. It’s important for the fan to have everything accessible and in one-go. Fans and their experiences are always at the forefront of our activations, which is why we developed our new feature, the “Clickable Image”, that truly lets fans have it all in one, simple place.
Let’s back it up a little here.
Pico’s digital activation are activations that are launched across social media in Facebook’s Messenger, Instagram stories, Twitter’s DM, a website or an app. They’re used not only to create unique experiences for your fans, but to also engage and identify them, which in turn, helps generate a more personalized fan experience.
How is this done?
In each activation, fans are asked a series of data questions that make sense in the flow of the activation. Such as, what language would the user prefer to proceed in, would they like to receive future team and/or league updates, as well as ask if they’d like to join the newsletter. As another example, depending on the activation, the questions can focus on a fan's favorite player - which assists in understanding which merchandise they would be more likely to purchase. As well as fans all time favorite moment, what kind of ticket holder they are, and more.
As seen in the above example, fans were typically asked to click on a link within the caption of a post in order to start and actually play the activation. We found that, while still above industry average, conversion rates could be higher. We contributed that to the fact that users might miss the link completely due to long text or the CTA wasn’t quite strong enough to drive users to click. For these reasons, we decided to develop the “Clickable Image” feature, where fans will be redirected almost immediately into the activation after clicking on the image. It’s as simple as that. It’s important for this process to be easy and intuitive for fans. We believe that with time, CTRs will increase and with an average 91% completion rate, teams will start to see and yield even higher results.