SiriusXM Ultimate Fan Experience
SCENARIO: With SiriusXM’s business sponsorships giving us access to once-in-a-lifetime experiences across sports, music, and entertainment, we took a step back to revisit our retention strategy in order to bring Canadian subscribers closer to their favourite artists, sports leagues, award shows, and festivals — all while tying back to the content they love.
TASK: Roll out a loyalty & retention program that would build greater brand affinity amongst SiriusXM subscribers, champion the brand amongst their networks, and encourage peers to sign up to be a subscriber to gain exclusive access to get up close and personal with artist meet and greets, premium seating, exclusive swag, and much more.
Industry: Music & Entertainment and Sports
Personal Responsibilities: Strategy, Partnership Management, Creative Asset Production, Contest & Travel Fulfillment, Customer Relations, Social Media Management, Copywriting, Legal Drafting, Website Development Management
Partners: Live Nation, Toronto Raptors, JUNOS, Warner Music Group, Universal Music Group, National Hockey League (NHL All Star Weekend), National Football League (Super Bowl LVII & LVIII), Golf Canada (RBC Canadian Open)
Artist Participants: Alice Cooper & Rob Zombie, Alicia Keys, All-Elite Wrestling, Barenaked Ladies, Bryan Adams, Burna Boy, Damian & Stephen Marley, Cole Windel, Depeche Mode, Enrique Iglesias / Pitbull / Ricky Martin Trilogy Tour, Gorillaz, Guns N' Roses, Jason Mraz, Jonas Brothers, Josh Groban, Lady Gaga, LL Cool J, Lionel Richie, Luke Bryan, Michael Buble, NAV, PARTYNEXTDOOR, Peter Gabriel, Smashing Pumpkins, Snoop Dogg & Wiz Khalifa, STING, The Offspring, Tragically Hip
Festival Participants: FVDED In The Park Music Festival, Escapade Music Festival, LASSO Music Festival, OSHEAGA, BADLANDS Music Festival, VELD Music Festival, Boots & Hearts, Coast City Country Music Festival, Fan Expo ‘23
Additional Credits: Susan Simpson, Vanessa Neshevich, Jason McPhail, Kelly McLaughlin, Andrew Burns, Anoushka Haj-Assad, Nicole Iantorno, Jean-Philippe Lavoie, Amelia Cai, Aaron Gaouette, Kevin Melhuish, Courtney Rosa, Lauren Georgopoulos, Jessica McLean, Lauren Manley
APPROACH
WELCOME BACKSTAGE
Alongside our Digital and Loyalty & Retention Teams, we developed, SiriusXM Backstage, an exclusive hub for SiriusXM subscribers to enter contest for a chance to win VIP access to pop culture moments in the making, from invite-only concerts to the biggest live sports events in the world.
We worked closely with our partners to uncover ultimate fan experiences and contest opportunities that amplified our content pillars of sports, comedy, and music. Through a mix of email, push notifications, in-person interactions, and social media, we looked to deliver tailored contests based on customer interests and listening habits to ensure we were providing them with the utmost value for listening to SiriusXM.
+40
Contests
49%
AvG. OPEN RATE
3.4%
AVG. CLICK THOUGH RATE
72%
AVG. CONVERSION RATE
OUTCOME
DEFINITELY NOT JUNK MAIL
Through SiriusXM Ultimate Fan Experiences, we aimed to differentiate SiriusXM from other streaming platforms while offering an added money-can’t-buy benefit to our customers. Our contest-specific subject line emails bolstered an average 49% open rate, leading to our highest open rates across all of our 1:1 communications.