Libertas. Unitas. Fortuna.

INTER MIAMI CF

Club Internacional De Futbol De La Ciudad De Miami.

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WHAT WE DID

LIBERTAS. UNITAS. FORTUNA.

Inter Miami CF is an International Futbol Club of the MLS owned by partners Jorge Mas (MasTech) and David Beckham. Inter Miami CF will be the leading effort for the birth of the Miami Freedom park which will become a recreation destination that all Miamians and international fans alike can enjoy.

SEE WHAT THEY’RE ABOUT

THE BRIEF

In late 2018 Inter Miami CF received overwhelming support from City of Miami residents, having received more than 60% voter approval in the November referendum. With this vote, the residents indicated that they want the City to negotiate and execute a lease for the proposed land for the MIA Freedom Park. Inter Miami CF requested a custom solution with us for a fan acquisition campaign that will allow them to send out updates and the latest information about their organization with the highest delivery rate possible.

Jorge Mas Sr. getting ready to debut the Inter Miami CF bus to fans around Miami.

THE SOLUTION

Create a frictionless campaign that allowed the team to onboard and communicate in a one to one conversational way that felt more personalized with their fans. We suggested on-boarding their fans into an SMS database by wrapping branded trucks with a call to action. We also shared organic images on social media of the busses. We chose SMS as it yields the highest open rate compared to email, radio, TV, and direct mail.

90% of all SMS messages are read within 3 minutes. Open rates for SMS ranks around 98% while open rates for emails is around 22%.

THE RESULTS

In just 48 hours of the truck driving we were able to capture over 3,000 phone numbers. In comparison to their last campaign, the announcement on the front page of the newspaper, we were able to capture more leads than their website at almost 1/250th of the cost. The phone numbers that were captured were all local Miami fans and converted on a call to action that was curated specifically for the audience we identified we were targeting prior to this campaign.

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