Harlem Globetrotters Increases Web Traffic with Geo-Targeted Facebook Campaign

Harlem Globetrotters Increases Web Traffic with Geo-Targeted Facebook Campaign

ExactTarget-Powered Social Campaign Extends Team's Email, Mobile Fan Engagement

INDIANAPOLIS--(BUSINESS WIRE)-- The iconic Harlem Globetrotters increased traffic to its website from Facebook 230 percent with a geo-targeted social media campaign powered by global cross-channel digital marketing leader ExactTarget  (NYS: ET) .

The Globetrotters expanded its ExactTarget-powered mobile and email marketing efforts with SocialPages, enabling the team to automatically serve unique content, such as regional game schedules, to its Facebook fans around the world.

"By bringing together email, mobile, social and data with the ExactTarget platform, the Globetrotters are delivering a digital fan experience that builds loyalty and increases ticket sales," said Tim Kopp, ExactTarget's CMO. "As the largest pure play marketing SaaS provider powering the world's top brands across business-to-business and business-to-consumer organizations, ExactTarget is empowering businesses to create highly relevant digital experiences to fuel business results."

Powered through a seamless integration between ExactTarget's SocialPages and dynamic targeting partner Get Smart Content, the Harlem Globetrotters' Facebook campaign increased click through rates to its website to more than 20 percent from a geo-targeted banner.

The team also uses ExactTarget Email and MobileConnect to engage onsite engagement with fans, powering real-time mobile opt-in campaigns for special deals and promotions during games.

"Innovation drives how we connect with our fans. With ExactTarget, we are able to personalize the experience for our fans," said David Ball, the Harlem Globetrotters' director of Internet marketing. "By providing relevant experiences to our fans via Facebook, email and mobile devices, we can connect their digital interactions and deliver a more relevant customer experience that drives satisfaction."

According to an October commissioned study conducted by Forrester Consulting on behalf of ExactTarget, 35 percent of marketers ranked managing marketing campaigns across multiple marketing point solutions as one of their greatest challenges - despite 78 percent who said they believe cross-channel marketing is important or very important to their business, To download a complimentary copy of the research, visit www.exacttarget.com/CrossChannelStudy.

The Harlem Globetrotters' success follows the launch of a new ExactTarget office in Singapore. The announcement of ExactTarget's new Singapore office follows the company's 2012 launch of international operations in France, Germany and Sweden. ExactTarget's global operations now include offices in Australia, Brazil, Canada, France, Germany, United Kingdom, Singapore and Sweden. ExactTarget's U.S. operations include offices in Atlanta, Indianapolis, New York City, San Francisco and Seattle.

About ExactTarget

ExactTarget is a leading global provider of cross-channel digital marketing software-as-a-service solutions that empower organizations of all sizes to communicate with their customers through email, mobile, social media, Web and marketing automation. ExactTarget's suite of integrated applications enables marketers to plan, automate, deliver and optimize data-driven digital marketing and real-time communications to drive customer engagement, increase sales and improve return on marketing investment. Headquartered in Indianapolis, Indiana with offices in Asia, Australia, Europe, North America and South America, ExactTarget trades on the New York Stock Exchange under the ticker symbol "ET." For more information, visit www.ExactTarget.com.

About the Harlem Globetrotters

Sponsored by Howard Johnson Hotels, Wonderful Pistachios, Greyhound Lines, Spalding, and Russell Athletic, the Original Harlem Globetrotters are celebrating their 87th consecutive year, continuing a world famous tradition of ball handling wizardry, basketball artistry, and one-of-a-kind family entertainment that continues to thrill fans of all ages. Throughout their history, the Globetrotters have showcased their iconic talents in 122 countries and territories on six continents, often breaking down cultural and societal barriers while providing fans with their first-ever basketball experience. Proud inductees of the Naismith Memorial Basketball Hall of Fame, the Globetrotters have entertained hundreds of millions of fans—among them popes, kings, queens, and presidents—over more than eight thrilling decades. For the latest news and information about the Harlem Globetrotters, and to purchase tickets and team merchandise, visit the Globetrotters' official Web site: www.harlemglobetrotters.com.

Media Contact:
Finn Partners
Kari Brownsberger, 312.329.3980

KEYWORDS:   United States  North America  Indiana


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