and continued engagement
Independence Blue Cross/Blue Shield of Philadelphia partnered with GoMo Health on a variety of customer outreach and engagement strategies, including the design and management of HomeTeamIBX.com, a digital platform through which registered users can stay up-to-date on their favorite local teams – the Phillies, 76ers, Flyers, Union, as well as all the Philadelphia football and college basketball teams.
Through utilization of our cloud-based platform, GoMo Health also managed the live event text message sweepstakes that ran during 76er and Union home games.
- Deepen customer engagement and brand loyalty.
- Develop an interactive, in-the-moment method for promoting the sponsorship of several Philadelphia sports teams and provide fans with team updates and promotions.
Gather market intelligence from the HometeamIBX.com subscriber base.
Responsive web design
IBX partnered with GoMo Health for the design, launch, and ongoing site support of HomeTeamibx.com through which registered users could stay up-to-date on their favorite local sports teams. The site gives fans access to information and videos about their favorite players, season schedules for various Philly teams, and mobile alerts & content.
Live event sweepstakes
In addition, Independence Blue Cross used our cloud-based customer engagement platform to conduct multiple live event sweepstakes at both Philadelphia Union and 76er games. Fans in attendance at these games had the opportunity to text in for a chance to win free tickets or fan memorabilia. Each sweepstakes winner was drawn live during the game so participants were able to claim their prizes the same night.
Digital engagement strategy
To help promote HometeamIBX.com and increase awareness of Independence Blue Cross’s #LiveFearless campaign, our sister division 24K Creative was brought in to collaborate on:
- Additional giveaways
- QR code and text-in keyword promotions using printed HometeamIBX collateral
- Social media and viral advertising
- Street team promotional distribution
Signed baseball bat giveaway
Our most engaging sweepstakes for Philadelphia fans always involved signed memorabilia. One of those giveaways features a chance to win a baseball bat signed by Carlos Ruiz in exchange for submitting valuable customer intelligence data including communication preferences, activities, and interests. The results included:
- 1,220 new opt-in subscribers to the HometeamIBX database
- A 36% click-through rate to the mobile website
- 24% contest entry completion rate
Utilizing sweepstakes similar to this, Independence Blue Cross of Philadelphia was able to gain key market insights and conduct more targeted campaigns in the future while further engaging their subscriber base.