How the Philadelphia Eagles Engaged their Fans and their Partners on Mobile During the Playoffs

The Eagles emphasis on fostering fan engagement proved to be hugely successful as demonstrated by the strong results their playoff mobile campaigns achieved.

Their focus on creating an informative and highly visual Playoff Central Hub paid off immensely, as it generated over 300,000 opens - a 1000% increase in engagement on a per game basis compared to the regular season!

But fans didn’t simply open it, but completely engaged with it. Every section of the hub garnered huge results – the partnership promotions garnered over 18,000 clicks, the special events sections received more than 11,000 clicks, and the shop section received over 34,000 clicks - an incredible 11% clickthrough rate. There’s also future measurable outcomes expected as these clicks clearly demonstrate a huge increase in organization revenue from merchandise sales, partnership revenue, and future ticket sales.

Teams have turned to mobile to create a hub for a variety of app campaigns from draft to season ticket promotions. But the Eagles are the most successful in creating an all-encompassing hub for the playoffs. This ability to tie informative content and exclusive opportunities to the playoffs enabled the Eagles to capitalize on their team's success and the associated visibility.

After an incredible regular season, the Philadelphia Eagles aimed to continue their Championship engagement in their mobile app. To accomplish this, the team turned to Judo to design and launch a variety of mobile campaigns to engage their fans and incorporate their biggest partners.

A great example of this was their Playoff Central hub. In partnership with Pepsi, this campaign enabled fans to get the most of the playoff experience, incorporating a variety of mobile content from a sponsored playoff bracket and a regular season recap, to upcoming special events and links to their playoff shop.

The campaign also engaged fans with exclusive partner offers. Showcased in a carousel, the promotions provided various opportunities to engage with app content to win branded prizes and unique offers.

The Eagles’ playoff gameday guides had a similar objective. Launched and updated game-over-game, these guides provided more details about the game itself than what the Hub provided. For instance, these guides contained a schedule of events, details of the gameday entertainment, and specific game-related partner promotions.

This focus on the fan experience with exclusive partner promotions during the playoffs garnered incredible engagement, making it a win-win for both the partners and the fans.

Modern sports fans are fickle and are more likely to only engage during a winning season. The Eagles understood more eyes would be on them during the playoffs, and thus tactically implemented their mobile campaigns, focusing on innovative ways to engage their fans and incorporate their sponsors.

Today’s fans also have shorter attention spans. The Eagles designed and implemented their Playoff Central Hub with this in mind, placing the Hub in the bottom of the app’s menu bar and making it easily accessible. Moreover, they also ensured that the best content was present in this campaign from their merchandise shop and latest content, to special events and arcade games, making it a ‘one-stop-shop’ for fans.

The modern fan also wants to feel rewarded. The Eagles took on this challenge by working with their partners to offer special playoff promotions and exclusive opportunities. They also implemented many of these offers corresponding to game events, recognizing that today’s fans will likely have their phone in hand while watching the big games. A great example of this was their, “Big Mac for a Sack” promo, which provided fans with a free McDonalds Big Mac, should the Eagles’ defense get a sack.