Hartford Athletic: Reeling in First Party Data

Hartford Athletic, Connecticut’s pro soccer team, was looking for a way to grow their first party data in an effort to convert more single-game ticket buyers. The team was getting data from primary ticket buyers but missing out on a lot of fans coming through the gates on matchday.

That meant less opportunity to understand their audience and advertise to them in language and formats that convince them to buy — both now and in the future.

But as search engines were clamping down on the data that brands can access, Hartford Athletic realized they needed to find a way to harness that information themselves.

A Multifaceted Challenge

Often, a problem like Hartford Athletic’s can be solved via a targeted landing page — and they had one. But it wasn’t truly optimized for mobile. On top of that, the landing page consumers arrived at made them go through multiple steps to submit data (such as obstacles to getting free tickets — and if you have to jump through hoops to get a free thing, is it really perceived by your audience as being free?). The current Hartford Athletic landing page was clearly a less-than-ideal vehicle for capturing data.

Enter Reel

The solution was Rebel’s Reel, a QR Code-enabled, self-contained and mobile-first instance to capture data and create engagement. When users scan the code, Reel seamlessly connects them with an elegant microsite experience completely aimed at getting users to quickly share their data.

Hartford Athletic activated Reel in a pre-game environment, handing out magnets to drivers parking at the Trinity Health Stadium. A Reel QR code accompanied each magnet, and in just three days, Hartford Athletic gathered 100 times more data from unique individuals than they could previously access through other systems. Now, they can use this new information for anything they need, from group sales initiatives to future marketing campaigns — and beyond. 

And that’s how Rebel helps Hartford Athletic keep it Reel.