Fanspree: Loyalty in a box
If you’ve ever tried to consistently use a loyalty program you know how clumsy they can be. You always forget your card to record your “points” against, it takes a law degree to understand the rewards ladder and you’re constantly trying not to get “screwed”. This user outlook is as true for credit card programs as it is for local coffee shops and even collegiate athletic departments’ programs. But collegiate athletic departments have even more levels of complexity with bootstrapped budgets (excluding the football coach’s salary of course), multiple types of events to track attendance across different venues with different human & technological resources and most importantly, a diverse set of fans to constantly engage.
Enter stage right: FanSpree. A turn-key loyalty solution with a consumer facing side that is as fun and familiar as Foursquare and a powerful business back-end to take fan engagement and boost program revenue to the next level.
Check-in. Get Points. Unlock Rewards.
Conceptualized by strictly following the teachings of Steve Blank and Ash Maurya, FanSpree was born to simplify loyalty programs for the event vertical, starting with college sports. We orchestrated numerous structured interviews with various collegiate athletics stakeholders. Sidenote: getting an audience with an athletic or marketing director is a b*&#@!
But with the insight from the front lines we prototyped a fully mobile (SMS and App) solution and went on a cross country customer validation tour that resulted in letters of intent from some of the biggest names in collegiate athletics including: Gonzaga, UPenn, University of Florida etc.
This project challenged us to answer difficult questions about geolocation, affinity marketing, engagement and the intersection of all three very early on in the mobile revolution.
At the intersection of geo, affinity marketing and fan engagement…
But the strong response from a handful of top-tier schools couldn’t force key hypotheses such as small market potential, behemoth (CBS Interactive, etc) incumbent response etc to be proven. And true to our learnings from Eric and Ash, we sunset the project to move on to other interesting challenges, like Poof.