Dolphins' mobile campaign boosts subscriber base

The Miami Dolphins proved to be one of the most tech-savvy NFL organizations during the 2011-2012 season, initiating a variety of mobile marketing campaigns to grow its subscriber base.

Specifically, the team increased its mobile fan base by 300 percent thanks to initiatives that included news and scores updates, transactions, injury alerts and autograph appearances, as well as offers to increase ad sales and drive higher sponsorship levels.

Marketing tactics were used on the team's FINSIDERS radio show, which allowed fans to ask questions to studio hosts and guests via text message. There were also text-to-win promotions that encouraged fan interaction.

"Mobile has quickly become an integral part of our overall marketing and fan engagement strategy," said Wayne Partello, senior director of content and creative services for the Miami Dolphins. "We wanted to communicate with our loyal and passionate fans anytime, anywhere, and in a cost-effective way."

According to Mobile Marketing Watch, NFL teams and others across professional sports have been turning to mobile marketing campaigns as a new, effective way to engage with fans, as well as market their brands and build new revenue-generating platforms.

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