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Independence Blue Cross

  • Independence Blue Cross

  • http://hometeamibx.com/

Project Description:

Independence Blue Cross/Blue Shield of Philadelphia partners with Gold Group’s GoMo Health on various 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 the GoMo Platform, Gold Group also manages the live event sweepstakes that run during 76er and Union home games.

Program Goal:

To deepen customer engagement and brand loyalty.

Program Objective:

To develop an interactive, in-the-moment method for promoting the sponsorship of several Philadelphia sports teams and provide fans with team updates and promotions.

Spinning out of successful live event sweepstakes, one was designed to gather market intelligence from the HometeamIBX.com subscriber base.

Program Solution:

IBX partnered with GoMo Health for the design, launch, and ongoing site support of the HomeTeamibx.com digital platform through which registered users can 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. In addition, Independence Blue Cross uses GoMo Campaign to conduct multiple live event sweepstakes at each of the sporting events. To promote the Home Team IBX digital platform, GoMo Health’s sister division, 24K Creative, collaborated with Independence Blue Cross on:

  • Promotional giveaways
  • QR code and text-in keyword promotions on Home Team IBX collateral
  • Social, mobile, and viral promotion and advertising
  • Street team promotional distribution

To read more about 24K Creative’s work with IBX, click here.

Signed Bat Giveaway:

GoMo Health collaborated with Independence Blue Cross/Blue Shield of Philadelphia on the design, execution and management of a sweepstakes that was delivered through the GoMo platform to IBX’s database of 1,220 opt-in subscribers. In exchange for submitting valuable customer intelligence data, including communications preferences, activities and interests – participants were entered into a sweepstakes to win a Carlos Ruiz signed baseball bat.

Results:

A data-empowered IBX is now able to conduct more targeted marketing and promotion, further engaging their subscriber base.

  •  1,220 subscribers
  • 36% click through rate to mobile website
  • 24% completion rate
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