Putting a twist on the traditional “Twelve Days of Christmas”, the University of Kentucky delighted fans with 12 days of giveaways during the holidays.
Goal: Celebrate the Holidays UK-style with Wildcats-inspired giveaways
University of Kentucky Athletics wanted to keep fans engaged with the Wildcats during the holiday season. As a new NCAA Basketball season kicked off, UK also aimed to increase awareness for the team and replenish their pool of qualified leads.
Solution: 12 Days of “Catsmas” Giveaway Campaign.
Through a Tradable Bits Bundle campaign, the UK Wildcats created 12 unique contests to give away their 12 days of prizes in descending order. Starting on Day 1 with 12 Pairs of tickets to the UK vs. Utah game, and ending on Day 12 with an ultimate UK VIP experience. They featured chances to win various merchandise prizes in-between.
Throughout the 12 days, Kentucky attracted attention for their campaign even during the holiday season. They earned over 11,000 views on their bundle and a combined 188 shares to social media. The 12 campaigns together earned UK 6,500+ unique entries which will help them target fans, sell tickets, but most importantly - personalize their fan experience. With nearly 50% of entrants opting-in to receive email communications from UK, the Wildcats are now able to share curated offers, news, and updates with over 3,000 new fans.