Pac-12 Now

The Pac-12, Conference of Champions, has won more NCAA team national championships than any other conference in history!

Background: 

Pac-12, the Conference of Champions, aspired to grow its web and app user base by introducing a new free streaming channel that introduced new viewers to Pac-12's 100 live sporting events, exclusive shows, and classic matchups. The goal was to increase user engagement and attract new viewers by offering a unique and interactive feature.

Strategy: 

The cross-functional team crafted a comprehensive promotion strategy to successfully introduce a rich media module with a curated sports video of various highlights across the Pac-12 platforms.

1. In-app Promotions: The rich media module will auto-play a 30-second video displaying sports highlights on launch. The interactive module should grab users' attention while consuming new and current content.

2. Cross-Promotion: Utilizing the existing platforms, such as the website, mobile apps, and streaming devices, will help to cross-promote the Pac-12 Insider offering. This offer introduces the apps and website visitors to Pac-12 Insider's free channel.

3. Engaging Content: The rich media will include a variety of curated highlights of Pac-12 student-athletes and games — showcasing Pac-12's unique brand proposition.

Results: 

The promotion of Pac-12 Insider, the new free sports streaming channel, yielded significant results:

• Improved Click-Through Rates (CTR): The dynamic rich media led to higher CTRs. Users clicked on the rich media module because it captured their attention while providing value, entertainment, and information without disrupting their normal browsing activities.

• Increased Engagement: Users spent extended periods on the channel, exploring the extensive content library of the various sports teams, seasons, and moments.

• User Acquisition: The channel's launch strategy resulted in a substantial influx of new viewers, attracted by the diverse sports content and cost-free access.