IMG Slam Dunks Behavioral Targeting
IMG Academies 2011
Known as the world's best sports training facility—IMG Academies has been tapped to train icons like Serena and Venus Williams, Paula Creamer, Maria Sharapova, Tony Romo and Kobe Bryant. Athletes from virtually all sports and all over the globe choose IMG Academies to take their game to the next level.
Challenge
IMG Academies is best known as a full-time sports academy where athletes live, train and learn. But the full-time training overshadowed the growing schedule of IMG sports clinics and camps. With a rebranding that urged all athletes from all over the world to rise to the next level, IMG Academies wanted an online presence that showed their training opportunities across sports and training levels without overwhelming first-time website visitors. Information overflow was a realistic project hazard given IMG's seven full-time sports academies, performance institute and jam-packed schedule of sports clinics and camps.
Solution
We took a new spin on behavioral targeting so visitors could see content based on their interests. Visitors didn't have to create an account with their preferences. There was no registration, no passwords, no hassles--just an uncanny web experience that seems to read your mind. How do we do it? LIFT, an atLarge labs product that captures browsing patterns to create visitor segments and then deliver tailored articles, promotions and videos. So within a few clicks, LIFT knows the sports and promotions that make you tick. But what if you leave the site? Well whether you're back in a week or a month, your next visit remains adapted to your interests--unless you choose other interests. While the big gun on this project was LIFT, we didn't stop there. Other highlights include:
-Language translation so you can browse IMG Academies' websites in your native language through an integration with Firma8 language translation software.
-iPad compatibility so you can browse every IMG site on your iPad.
-IMG Academies branded video training website that lets you watch tutorials from world-renowned coaches and performance experts by sport.
-Mobile sites for flawless browsing on your iPhone, Android and BlackBerry.
-Social sharing across all IMG digital content.
Result
Now, IMG has the first behavioral targeting engine for sports training. They also have a business tool that helps them make a lasting impression for first-time and returning visitors. Being able to quickly serve up what athletes want most--whether that's a golf sports camp over spring break or a year-round spot with IMG Basketball Academy--means first-mover advantage in the fast-paced, competitive world of sports training. This wasn't our first ballgame with IMG Academies. This project was just the latest one in a five-year internet marketing partnership. The previous digital initiatives increased visitors by over 61 percent and sales by over 81 percent.
