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HipcricketCase study · Sports and fan engagement · United States

How FanUp kept fans in the game from home with text-to-win

FanUp connects brands with sports fans. When live events closed to crowds, it moved its in-venue text offers to fans watching from home, starting with Professional Bull Riders and Can-Am.

Published by the Mobile Commons Strategy and Insights team

81.78%of entrants gave an email address
71.4%offer redemption rate
5 weekendsof televised contests

01The challenge

The challenge: fan engagement without fans in the stands

No fans in the stands.

FanUp usually engages fans in the venue: a keyword on the big screen, an offer in return. With in-person events limited, it needed to bring that excitement to fans at home.

Professional Bull Riders held one of the first nationally televised live sporting events without fans, and FanUp's clients PBR and Can-Am wanted those viewers involved.

How a fan entered
  1. 1See the keywordPromoted on screen and by the commentators
  2. 2Text it inA reply with a link arrives
  3. 3EnterEmail address and terms, with an age check
  4. 4WinAn instant winner every night, and a grand prize

Built on the Mobile Commons API and file transfer integration.

02What changed

The fix: a text-to-win contest run through the API

Text-to-win, run from FanUp's own software.

Over five weekends of televised and streamed bull riding, commentators promoted the contest between riders and the keyword appeared on screen. A custom workflow connected entries to FanUp's software and kept underage fans out.

FanUp set the number of winners, the notifications, and the timing itself. Each night an instant winner won prizes, and every entrant had a chance at a Can-Am ATV worth more than $10,000.

Entrants who gave an email address
81.78%

Email capture rate among everyone who texted in.

03The result

The result: 81.78% email capture and 71.4% redemption

Thousands of new email addresses, and a second season.

PBR and Can-Am collected thousands of new email addresses. 81.78% of everyone who texted in gave an email address, and the promotion earned a 71.4% offer redemption rate.

PBR committed to the same promotion for the second half of its season.

Contest results
Email capture rate81.78%
Offer redemption rate71.4%

Measured across the five-week promotion.

FanUp results at a glance

Text-to-win sweepstakes let sports brands and sponsors engage viewers at home. Age checks, official terms, and clear opt-in language are part of running one properly.

FanUp results at a glance
MeasureResult
Entrants who gave an email address81.78%
Offer redemption rate71.4%
Contest length5 weekends
Grand prizeCan-Am ATV worth over $10,000

How to run a program like FanUp’s

  1. Put the keyword on screenShow the keyword during the broadcast and have commentators mention it.
  2. Collect details by linkReply with a link to a form for email, terms, and an age check.
  3. Run it from your own softwareUse the API and file transfer integration to control winners and timing.
  4. Reward every nightPick an instant winner each night to keep fans entering.

The brands and retail program on Hipcricket covers every step, with SMS, MMS, RCS, and WhatsApp on one platform.

Working with Mobile Commons allows FanUp to offer our clients peace of mind through the compliance expertise and support we receive through our partnership.

Ryan RickertFanUp
Powered by Hipcricket

What they use

What FanUp ran on Hipcricket.

SMS, MMS, RCS, and WhatsApp on one platform, with mobile strategists who help plan, write, and run each campaign alongside your team.

See the programCompare the channels
  • Text-to-win keyword
  • API and file transfer integration
  • Age check workflow
  • Winner notifications

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