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NEWS: Success Story – The RFL, InCrowd & Rewards4 blend engagement and loyalty

The RFL and InCrowd have worked together with Rewards4 to expand the highly successful Rewards4Rugby League loyalty programme, utilising fan data-driven push notifications to increase engagement.

Overview

Over the last 3 years, InCrowd has worked closely with The RFL and their partners to produce Our League, a world-class membership platform that boasts over 145,000 active members to date. During planning for the 2020 season a priority was placed on an enhanced integration with loyalty scheme provider Rewards4. For the launch of the platform back in 2017, Rewards4Rugby League, InCrowd and The RFL built a scheme that rewarded predictor performance. The predictor is a season-long engagement feature in which fans votes for match outcomes and try to climb the leaderboard to win money can’t buy prizes. Points won during the season counted towards discounts off a variety of rugby league tickets including The Coral Challenge Cup Final, and the Betfred Super League Grand Final. Since the start of the 2018 Betfred Super League season, nearly 27,000 predictor players have won a combined total of £70,000 worth of Rewards4Rugby League points, from this single touchpoint.

Given the unprecedented level of engagement with Our League’s predictor along with polls and player of the match voting, all parties were keen to build on these the strong foundations and further enhance the Rewards4Rugby League experience for Our League members.

The Solution

In time for the 2020 season, InCrowd, The RFL and Rewards4 collaborated to introduce an advanced push notification integration that would drive further engagement with the Rewards4Rugby League platform, through tailored and automated notifications in relations to points accrued by the fan. With this new development in place, predictor, polls and player of the match participants receive an automatic push notification informing them that they have earned points. This push notification’s call to action is relevant to the individual user’s Rewards4Rugby League account status. If they are already registered, the push prompts them to directly access their account. If new to the Rewards4 programme, the push encourages them to create an account at that moment. 

Integrating this smart push notification system increases the benefits of the loyalty scheme beyond those who perform well on the predictor, to Rugby League fans who take part in any of the fan activations within Our League. The programme now delivers four ways in which Our League members can accrue points:

  • Achieving streaks of correct predictions
  • Participating in the predictor, polls or player of the match voting

How it works

Results

The launch of the Rewards4Rugby League push notification integration has surpassed all expectations, with Our League members responding positively to seeing tangible benefits from their enhanced engagement with the Our League platform. 

Over the course of the 2019 season (February to October), Rewards4Rugby League members participated in 14.4% of the polls, player of the match and predictor questions available.

During the period of February to mid-March 2020 (pre Covid-19), participation from the same users rose to 32.9%, a 128% increase.

Nichola Spencer, Membership Manager, RFL: “For The Rugby Football League the further integration with Rewards4 and InCrowd has been a real win for our Members. We are able to offer members an extra financial incentive which encourages further engagement fans can spend on Rugby League ticketing and retail with no additional costs for The RFL. The integration is now a seamless experience for users and we look forward to adding more engagement touchpoints for them in the future.”

The numbers:

  • 85,000+ interactions with Our Leagues polls, predictor and player of the match vote.
  • 15,177 users have linked their Our League and Rewards4Rugby League accounts since the launch of the programme in 2018, an average of 419 accounts a month.
  • 2,305 accounts were linked in February 2020 as a result of the push notification integration.
  • 9,500 unique members have collected points as a result of Our League engagements.
  • 6,900 of these were existing Rewards4Rugby League members
  • 2,600 were new members
  • 1.7 million cumulative points have been collected.
  • 9, the average Rewards4Rugby League related engagements per member, where points have been collected

Tom Cowgill,  Director Rewards4: “It’s clear from these early results that if you make it simple and seamless for a fan to collect points for engaging with your app and those points actually have a value to the fan then, a) you have happy fans and b) they engage more with the content in your app.  Our integration with InCrowd enables OurLeague members to collect points within the app for voting on man of the match, entering a predictor or a poll.  This has clearly resonated with fans and the feedback has been wholly positive (as is evidenced by the Trustpilot review from Lee).  We are looking forward to working with the RFL and InCrowd to introduce more points collection touchpoints within the app and seeing even higher levels of engagement once the season recommences in August 2020.”

Benefits

  • Fans receive clear, monetary benefits for engaging with the sport that they love. These can be redeemed against ticket purchases such as the Coral Challenge Cup Final.
  • The RFL benefits from both greater engagement and satisfaction from rugby league fans, and increased revenue from discounted purchases by the fans using the programme.

Lee left a five star review on Trust Pilot: “An excellent concept. I earn points for picking man of match for instance by effectively a few clicks. Those points turn into pence which add up to pounds and recently turned the pounds to a voucher which was spent easily. A very good and easy way to earn money for that jersey you want or tickets to see your team.”

Darren Parsons, InCrowd: “We were confident this addition would be well received by the rugby league fanbase that are already highly engaged with the Our League platform, but the numbers seen straight from launch were even more positive than expected. As a result of a few strategies consulted on by InCrowd and actioned by the RFL, there has been a marked increase in engagement across a wide variety of Our League features which is great to see. We’ll continue to monitor this closely and explore how we can develop the offering to fans further.”

RFL’s Our League named as a finalist at the Sports Business Awards

Our League, the Rugby Football League’s membership scheme for fans, players, coaches, volunteers and viewers, has earned the game further national recognition with a nomination in a second major sports awards ceremony this spring.

Our League is in the running for a Sports Business Award on May 31 in the Best Fan Engagement Programme category. This is the second award nomination of the awards season, having already been included on the shortlist for Best Fan / Community Engagement for the BT Sports Industry Awards on April 25. This second nomination comes after Our League recently celebrated breaking through the 100,000 members milestone, showing just how much Rugby League means to the fans.

Mark Foster, the RFL’s Chief Commercial Officer, said: “It’s great to have this recognition for the sport, and also for the people who have worked so hard to establish and develop Our League since it was launched in late 2017.“It was the first Rugby League OTT platform, allowing more matches and features to be broadcast and watched than ever before – and a pivotal part of our strategy for ensuring that Rugby League is well-placed to capitalise on the opportunities provided by the digital revolution.”

Launched in Autumn 2017 in partnership with InCrowd, the membership scheme has improved fan experience and engagement for lovers of Rugby League at all levels of the game, offering exclusive content, predictor games, ticket offers, money can’t buy benefits and prizes via the digital platforms – app (iOS & Android) and website that members can access. This season Rugby League personalities such as Andrew Henderson and Jamie Jones-Buchanan have led extensive coverage of the Betfred Championship and League One competitions, focusing on the best tries and matches through the week – as well as providing live and exclusive coverage every weekend.

This weekend (30th March) focus turns to the Coral Challenge Cup, with the Our League cameras focusing on the famous St Helens amateur club Thatto Heath, and their attempt to spring an upset against North Wales Crusaders. That will be followed by a blockbuster opening fixture from the fast-growing Women’s Super League on April 7, as Wigan Warriors launch their defence of the title against fierce local rivals St Helens.

Darren Parsons, Marketing Account Manager at InCrowd said, “Recently smashing the 100K member mark, Our League continues to be a great project to work on in close collaboration with the Rugby Football League. It’s been amazing to see fans from all corners of the Rugby League community come together and find something to engage with on the platform; it’s fast becoming an absolute must-have, for every fan.”

Download the Our League app on Apple iOS and Android or visit rugby-league.com to sign up for FREE!

The RFL & InCrowd welcome over 100,000 members to Our League

Our League, the RFL’s website & mobile app for rugby league spectators, viewers & participants has officially surpassed the 100,000 members mark.

Launched in Autumn 2017 in partnership with InCrowd, the membership platform offers exclusive content, participation, ticketing integration, member benefits and prizes, enhancing the fan experience for lovers of Rugby League at all levels of the game.

Surpassing the 100k mark is the latest achievement for the Our League platform, having celebrated a number of landmarks since it’s fruition. Over 76,000 members interact with Our League through the official app with single day usage peaking at over 47,000.

The stats

53 rugby league matches have been streamed live, including Betfred Championship and League 1, Coral Challenge Cup (Men’s & Women’s) and Women’s Super League. 51,000 unique members have watched the live streamed matches, amounting to over 160,000 cumulative live streams views to date, with the current record at 25,000 viewers during England vs France in October 2018.

The popular round-by-round predictor game, which has engaged nearly 40,000 regular players, has awarded supporters with numerous prizes including hospitality tickets at all major Rugby League events, signed shirts/match balls and the opportunity to win the grand prize of £20,000.

Supporters have also been able to have their say by voting for the Man of the Match for every televised Betfred Super League and Betfred Championship fixture. Participation in the poll has generated an average of 3,000 votes per game. The app’s match centre, which covers community leagues right up to the Betfred Super League, was viewed over 1 million times in February alone.

Our League 100K members
Nichola Spencer, Membership Manager at the RFL said, “It’s fantastic that we’ve achieved the 100k members mark and the success of Our League continues to surpass our expectations. Our active membership numbers are constantly increasing and we are smashing record after record in terms of users and participation.”
“We’d like to thank InCrowd for the exceptional service they have provided since the launch of the platforms and we look forward to continuing our relationship with them to further improve the app and website. We are excited about what we will achieve together over the course of 2019, delivering an even better experience for our unique and passionate fans.”

Darren Parsons, Marketing Account Manager at InCrowd said “Our League continues to be a great project to work on, with the platform evolving and usage increasing regularly. It has been great to see members from all corners of the rugby league community come together and find something to engage with on the platform and in collaboration with The Rugby Football League, we will continue to develop Our League into an absolute must-have, for every fan.”

Download the Our League app on Apple iOS and Android or visit rugby-league.com to sign up for FREE!

InCrowd & The RFL celebrate a momentous first year for Our League

  • 84,000 members, 32 live match streams and over 13,000 prizes won to date.
  • Successful integration of ticketing, rewards, live streaming, predictor games and polls.
  • Live broadcast integration with Sky Sports for Man Of The Match voting.
  • Community-wide match centre and player stats dashboards.
  • Big prize winners of signed merchandise, finals tickets and trips to Australia.

Just over a year ago, The Rugby Football League (RFL) launched their membership platform Our League in partnership with InCrowd. The RFL had approached InCrowd to realise their ambitions to build a world leading membership platform for spectators, viewers and participants of rugby league.

Plans for a membership website and mobile app included exclusive content, member benefits, participation features, a ticketing integration, gamification and polls to help improve the fan experience and drive return on investment for The RFL. All parties were full of expectation, but no one could have imagined the success delivered by Our League. In a single year, some of Our League’s achievements include:

  • 32 live match streams.
  • An all-inclusive live match centre covering Betfred Super League to community leagues as well as a community player dashboard, sponsored by Dacia, showing statistics for the majority of rugby league players.
  • The introduction of a seamlessly linked ticketing and rewards scheme, along with in-stadia discounts.
  • Live broadcast integration with Sky Sports for Man of the Match voting via Our League platforms.
  • The launch of a round-by-round predictor game with a £20,000 grand prize.
  • Simultaneous launches of video polls that include the “Try or No Try” poll sponsored by Patient Claim Line and the “Flair Play of The Month”.

The success of these fan experience initiatives by InCrowd and The RFL has been driven by the eager participation of an enviably diverse rugby league fan base, devoted to a sport that delivers competitiveness, entertainment, passion and pride with down to earth, approachable players and coaching staff. In its first year, the Our League membership platform has welcomed 84,000 members, 65,000 of which have downloaded the Our League app which has achieved an 80% active app user rate. The regular Man of The Match vote and other polls boast over 300,000 engagements throughout the Betfred Super League season, with the Betfred Man of the Match polls over a 10 minute period averaging 3,500 votes, and other polls returning an average of 2,200 votes.

Active participation is also driven by the exceptional prizes on offer to Our League members playing the round-by-round predictor. Just this year, we have seen over 13,000 fans win prizes including signed England shirts and rugby balls, hospitality tickets to the 2018 Ladbrokes Challenge Cup Final and Betfred Super League Grand Final and tickets to see the England vs New Zealand internationals. Four predictor players came within four correct predictions of the £20,000 grand prize. Other Our League big prize winners included:

  • 10 winners of “super fan passes” – two tickets to all major rugby league events throughout the season.
  • Two Betfred Super League 2019 season ticket winners for the club of their choice.
  • The 50,000th Our League member and lifelong St Helens fan Derek Hewitt won two VIP tickets to the 2018 Ladbrokes Challenge Cup Final at Wembley Stadium.
  • Predictor player Neil Cunliffe won an all-inclusive trip to Brisbane, Australia for two to watch England play in the 2017 Rugby League World Cup Final.

“The success of Our League has more than surpassed our expectations. Our active membership numbers are constantly increasing and we are smashing record after record in terms of users and participation. The team at InCrowd have really taken the time to understand our sport and our fans and continue to provide an exceptional service. We are excited about what we will achieve together in the 2019 season, delivering an even better experience for our unique and passionate fans”, Nichola Spencer, Membership Manager at the RFL

Darren Parsons, Marketing Account Manager at InCrowd stated that “it has been a pleasure working with The RFL in this inaugural Our League season, building the foundations of their membership platform for fans to enjoy for years to come. We have immense pride in what we have achieved with The RFL in just one year and we are looking forward to continuing this successful partnership in 2019.”

£20,000 jackpot prize within reach for one OurLeague Predictor player

The UK rugby league season is reaching fever pitch for fans with the Betfred Super League semi-finals, Grand Final, Million Pound Game, League 1 semi-finals/finals, the Steve Prescott Man of Steel awards all fast approaching as well as a three-match Autumn International series against New Zealand and a pre-series game against France.

One fan who will be paying even more attention to the Betfred Super League semi-finals than usual is Wigan Warriors fan Ian Darbyshire. Ian has been an OurLeague member since its launch in October 2017 and a regular player of the OurLeague predictor. His recent streak of 22 correct predictions, dating back to 17th August, makes him the best performing predictor player of the season. In fact, Ian is one of only five out of 30,000 players to reach a streak of 20 or above.

Ian’s impressive feat has already won him the September leaderboard prize of 4 hospitality tickets to the Betfred Super League Grand Final, in which he could see his side, Wigan Warriors, compete for the trophy if they make it past the semi-finals on Friday 5th October.

There is however a more significant personal prize within Ian’s reach; his active streak of 22 leaves him just 3 correct predictions away from winning OurLeague’s £20,000 Predictor jackpot prize. In order to win, Ian must correctly predict the outcome of St. Helens vs Warrington Wolves, Wigan Warriors vs Castleford Tigers, along with the first try scorer of the latter game. Keep a close eye on InCrowd’s Twitter and Instagram accounts as well as industry press for the outcome.

The InCrowd team would like to wish Ian luck, and in keeping with the Super League message for the Grand Final, encourage him to ‘Dare to Dream’.

OurLeague is the Rugby Football League’s membership platform powered by FanScore and developed in partnership with InCrowd. The platform provides exclusive content, live streaming, a host of member benefits and engaging interactive touch points for rugby league fans including polls, live Man of the Match voting and the season long predictor competition. To find out more, contact enquiries@incrowdsports.com

Nichola Spencer, Membership Manager at the Rugby Football League said, “Since its launch at the end of 2017, membership of OurLeague has increased massively and now has nearly 70,000 registrations. The OurLeague Predictor is a fantastic way for fans to engage with each game and win incredible prizes. We’d like to wish Ian the best of luck in his predictions tonight and tomorrow.”

InCrowd and the RFL take fan engagement to the next level with interactive video polls

InCrowd’s introduction of video polls, powered by FanScore, has driven engagement levels up for the Rugby Football League’s successful membership platform, OurLeague, enabling the RFL to further develop direct relationships and continue to create unique experiences, for every fan.

Polls have been a popular part of the OurLeague platform since March 2018, with the effective and widely participated Man Of The Match vote now broadcast, updated and announced live for various fixtures throughout the season. This new introduction of video polls takes the fan experience to the next level, giving fans the power to make personal choices based on real life game situations and referee decisions. A strategic system of app notifications, social updates and email communications ensure no fan misses the opportunity to cast their vote and have their say.

Perhaps most importantly, fans participating in the video polls are encouraged to do so behind an official FanScoreID from InCrowd, as opposed to a social login to verify and log their selections. Social may drive higher numbers but these are all anonymous to the rights holder. With this FanScore authentication, the RFL are able to learn more about their fans and can therefore serve them with relevant, personal content and activations based on past engagements.

“The live Man of The Match poll has generated incredible engagement numbers and we’re really pleased to be able to add yet another dimension to the fan experience for OurLeague members, whilst continuing to learn more about rugby league fans. The development of the video polls is an exciting prospect for us; we’re looking forward to working on new ideas with the InCrowd team.” – Nichola Spencer, Membership Manager, Rugby Football League.

The Try or No Try video poll went live in August, with Lewis Tierney’s 2016 try against Warrington during the Super 8s as the first video poll to take place. The poll received 1,438 votes over six days with a split decision of 51% Try to 49% No Try, giving a perfect edge-of-your-seat start to the video poll’s integration. The poll itself is a collaboration between the RFL and Patient Claim Line, who already sponsor the big screen video decisions in live Sky Sports games. The poll also ties in brilliantly with their tagline “know for sure” and their key message of “checking all the evidence before making a crucial decision”, making this video poll not only an exciting interactive feature for fans, but an effective and seamless activation for the RFL’s partner.

“The Try or No Try video poll is a perfect activation opportunity for us; the nature of the poll compliments our brand messaging and its really exciting to see such a close call on the first poll plus really encouraging participation numbers from the get-go.” – Alex Kenny, Marketing Director, Patient Claim Line

InCrowd are excited about the successful introduction and future of video polls as a key feature of the fan experience, for the RFL audience and across the sports industry.

Visit the Our League website here

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