The Sun - News: Innuendo-laden emails for fantasy football

This case study reveals how Dream Team, a fantasy football game promoted by UK newspaper The Sun, used targeted email campaigns to attract new players and retain existing ones.

The Sun - News: Innuendo-laden emails for fantasy football

Agency: Wunderman UK: Part of Pulse Creative

Dream Team is one of the UK's favourite fantasy football games. But other games were about to launch so they needed to convince previous Dream Teamers to stay with them, and acquire new players.

Strategy

Email was a key acquisition channel, and analysis revealed a high value segment that delivered 11 times the ROI than other groups identified. Performance in the game was a key driver of propensity to sign up, and sign-ups increased exponentially closer to season kick off.

The Sun used an...

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