BTO Sports Unleashes Fan Enthusiasm to Deliver a 14x Increase in Influenced Revenue
Summary: BTO Sports created a photo contest to collect fresh, authentic owned user generated content from their fans on a daily basis. BTO Sports was able to display this content on their product pages to serve as social proof and drive more sales.
BTO Sports, an E-Commerce Pioneer
Founder, Vince Arimitsu, wanted to offer motorcyclists and motocross enthusiasts the ability to easily purchase products online so he launched BTO Sports in 1999 as one of the earliest e-commerce websites. Today, BTO Sports is a worldwide online retailer of motorcycle and motocross gear, parts, accessories, and clothing. Over the years, BTO Sports has become a household name for motocross athletes and avid fans.
Converting Enthusiasm Into Sales
Motocross, BMX racing, and riding ATVs are all exciting sports with a passionate fan base. BTO Sports wanted to leverage that passion to create buzz and incentivize their fan’s social engagement. High quality, product-relevant content was a high priority. Their goal was to find fresh content from their most inspiring fans for use in social displays, e-commerce product displays, and ongoing marketing campaigns.
BTO Sports Wires Up an Explosive Campaign
BTO Sports enlisted ReadyPulse to help them deliver an inspirational photo campaign, #BeTheOne. With the expansive reach of Pulse Promotions, BTO launched the #BeTheOne photo contest. Pulse Stories helped BTO repurpose #BeTheOne content to promote products and brand far beyond the initial campaign. The ReadyPulse Marketing platform collected content via hashtags, social posts and website uploads, then scored the content for quality and relevancy against associated products. Curated content was then embedded in displays on the BTO Sports website.
“ReadyPulse helped us capture our fan’s enthusiasm, and channel it to get the people hyped up about BTO Sports. #BeTheOne is a great way for our fans to get some exposure too. We are going to use Pulse Ambassadors to recruit fans as brand ambassadors to keep getting engaging content for our product pages.”
– Mike Giordano, Marketing Director, BTO Sports
The BTO Sports #BeTheOne photo contest generated relevant, high-quality content from inspirational brand and product advocates with an 84% conversion rate for the #BeTheOne promotion. Of the 2,732 fan photos collected through Pulse Promotions, BTO Sports repurposed 75% of the content directly into their e-commerce efforts using Pulse Stories. Overall, BTO ended with a 14x increase in influenced revenue. ReadyPulse delivered the punch that BTO Sports was looking for.
Pulse Promotions Delivered
- 2732 Photos
- 4361 Visitors
- 3684 Votes
- 1775 New fans
- 84% Conversions
Pulse Stories Delivered
- 961 Page views
- 72% Engagement
- 21% Conversions
- 14x Increase in Influenced Revenue
ReadyPulse is changing the face of digital marketing delivering social proof on-demand and at scale. Pulse Marketing Suite is a system of record for social content and social ambassadors for enterprise brands and retailers such as Nickelodeon, The North Face, and Reebok. Pulse Marketing Suite, the inspirational content-commerce platform for aspirational brands, allows customer to effectively leverage social media photos and influencers helping enterprise brands and retailers drive social commerce with 100% authorized, high quality, product-relevant user-generated content. Pulse Marketing Suite uses patented technology to identify the best 1% of photos and videos curated from hashtags, Facebook, Twitter, Instagram, YouTube, brand website, and the Pulse Ambassador portal. Digital marketers can identify and recruit the most influential social users as opt-in brand ambassadors, activate marketing campaigns on-demand, and amplify high quality, product relevant, authorized content. In context e-commerce experiences result in measurable significant increases in social referrals, web engagement, and e-commerce conversions.
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