Project Background
At theScore we have a sports media mobile app that customers can use for free to get sporting data, news and live scores. It is used by millions of customers across the United States and Canada and is a core part of our business, as it allows us to sell advertisements to third parties as well as helping us convert patrons to our betting apps; theScore Bet (Ontario) and Barstool Sportsbook (US).
Customers who use theScore Media app can turn on a feature called Bet Mode which allows them to have access to betting content such as betting news, live odds as well as the ability to create a bet-slip and transfer it over to the betting app. Customers who have Bet Mode turned on also have access to our betting advertisements such as digital mastheads and banners. We can also talk to theScore Media customers via CRM tactics such as email and push.
The Task:
Develop marketing strategies focused on attracting customers from theScore Media mobile app to Barstool Sportsbook mobile app in the United States.The plan will span from August 2023 until the end of the year with the core focus being on the start of the NFL football season. The strategies are encompass in-app advertisements, product features, customer lifecycle and communications, and include plans for managing success in terms of customer behavior and value.
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Cross-sell Marketing
Cross-sell is the process of moving customers between the media app into the betting app and vice versa. Typically, the key journeys are the following:
Acquisition: theScore Media app user clicks through an advertisement and goes on to download the betting app (theScore Bet in Canada or Barstool Sportsbook in the US), register and make a first time deposit.
Retention: An already acquired betting user clicks through an advertisement in the theScore media app and places a bet in the betting app (theScore Bet in Canada or Barstool Sportsbook in the US).
