Dream Team Fantasy Football

The Sun’s Dream Team Fantasy Football league, the world’s biggest

Millions in sales, big impact on profits

We often have clients who hire us for one brand after another. We started working with News International a couple of years ago when we produced two acquisition games for thelondonpaper. Dream Team is one of five NI brands we now work with.

At the beginning of 2008 News International invited us to have a look at eCRM strategy for some of its digital brands – Brand Alley (an online retail brand), Sun Bingo (with over 110,000 players a month) and Dream Team Fantasy Football (the world’s largest pay-to-play league).

The evaluation process spanned three months of intense immersion, with planners working on site with the client’s customer insight and online marketing teams. At the end of the process we delivered an audit review with short-term ‘quick wins’ and longer-term strategies.

As a result of this work we’ve produced the pre-season acquisition programme for Dream Team, helping to deliver their acquisition targets for the new season. We’re currently producing Dream Team’s latest in-season programme, focusing on highly targeted segmented communications to maximise play revenue, managing email delivery partners and data analysts as well as developing hard-hitting creative that’s also being used for tactical campaigns.

The results are stunning.

• In the year after we started we 
single-handedly increased ROI by 32%
• Average transaction value is up 16%
• And revenue from digital has increased by 93.5%