CASE STUDY

USA TODAY and Tipico led the way with freeplay in their promotions for NFL's Big Game in 2022

In 2021, Gannett, operator of USA TODAY, signed a multi-year partnership with Tipico, one of Europe’s established gaming companies.

At the time the agreement was signed, Gannett’s CEO said: “Our highly engaged audience of more than 46 million sports fans crave analysis, betting insights, odds and unique features which we will provide with our Tipico alliance.”

With states rapidly regulating sports betting, Gannett seized the opportunity to engage its betting-inclined audience at scale.

The team engaged Chalkline and the Daily Ticket was launched. In Fall of 2021, the Tipico Big Game Pick 6 Leaderboard Challenge went live, offering an all expenses paid trip PLUS two tickets to the NFL's Championship game for the fan with the best score predicting games in the final four weeks of the season.

Our Results

Quickly Launched the Freeplay Daily Ticket Micro-site with Custom User Interface Design

  • Speed To Market - Freeplay was live in less than 2 weeks
  • Full Service Setup - Our award-winning account management team handled all of the heavy lifting
  • Game Types - USA TODAY started Day 1 with live odds pick'em games, player prop challenges and leaderboard contests in every major sport
  • Database building - Immediately demonstrated results through our BettorAnalytics tool

Started Promoting THE BIG GAME CONTEST During the NFL Season

  • Collaborated on a unique contest format designed to drive engagement and conversions in ADVANCE of The Big Game
  • Coordinated with the marketing & editorial teams at USA TODAY Sports
  • Delivered a leaderboard game with a massive overall prize that also offered thousands of dollars in weekly prizes to engage new players
  • Drove player retention with public Leaderboards
  • Registered numerous customers through the promotion
bettorbi analytics

Put Chalkline's Data Tools to Work

  • Grew customer database with user-level analytics, rich personas and predictive modeling
  • Coordinated with marketing to align strategy and content
  • Deployed state-level campaigns to get the best possible conversion rates throughout the fan engagement cycle

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