Foxtel has secured a landmark partnership with Komo, an audience engagement SaaS (Software as a service) platform.
As the preferred supplier for Foxtel’s audience engagement campaigns, Komo will support Foxtel by strengthening customer loyalty through its Foxtel Rewards program.
Komo’s proprietary self-service software enables the Foxtel team to create digital destinations which Komo has coined “engagement hubs” filled with interactive and gamified content at the click of a button. Games and competitions can be set up for a one-off event or for a season-long campaign, bringing audiences back every week.
Foxtel’s director of customer marketing and loyalty, Lisa Cronin said Komo has enabled her team to create bespoke content for customers and broaden engagement from traditional campaign channels and tactics.
Cronin said: “As an entertainment company, Foxtel needed a platform that rang true to its offering and engaged customers through a range of fun and diverse content.
“This meant stepping away from the repetitive 25 words or less campaigns, which were triggering user fatigue, and moving into the exciting realm of gamified engagement tools on a dedicated, noise-free platform.”
Using Komo’s gamification tools including competitions, experiences and rich media, Foxtel leverages the platform’s proven digital templates to create real-time campaigns in just minutes. Cronin said Komo’s user-friendly back-end system is a core reason for the company’s growing partnership.
“The Komo platform has been extremely helpful in helping us, help our members get closer to the entertainment they love. The platform has allowed our team to easily build engagement hubs with its user-friendly back-end system. Featuring simple and easy to use templates, we can design our own interactive sites in record time without needing any web development skillset,” she said.
“There are many customisation options and features to choose from on Komo’s platform and this allows us to get very creative. Since October, we’ve run more than five different campaigns using Komo, with our most successful initiative being the Bake with Foxtel campaign that promoted the new season of Great Australian Bake Off,” she added.
The Bake with Foxtel campaign hub featured a broad range of engaging content for Foxtel users to access, including an exclusive cooking video by Matt Moran where customers were able to download the recipe, cook along at home, then upload their creations via Komo for a chance to win a SMEG fridge. The hub also featured a competition to win 1 of 1000 SMEG hand blenders by playing an interactive Scratch and Win on Komo each week.
“The Bake with Foxtel campaign saw tens of thousands of members engaging with the hub and sharing their prizes on social, which was incredibly effective from an awareness perspective. Using Komo, we were also able to easily access the analytics and reporting dashboards behind each piece of content to quickly see our results and performance,” said Cronin.
Foxtel is also continuing its use across the Fox Sports assets to drive second screen fan engagement and support their partners during live broadcasts.
Fox Sports head of digital, Caitlin O’Meara, said: “Komo continues to offer the Fox Sports team easy to implement, yet innovative ways to engage and connect with our audience on their second screen while they watch their favourite sport from the comfort of their home.”
Joel Steel, Komo chief executive officer, said the company is delighted to be growing its partnership with Foxtel to support the company’s member engagement journey.
“It has become more and more difficult to capture people’s attention and keep them truly engaged with your brand. Komo is continuously innovating and expanding its platform offering to ensure that Foxtel and all of our other subscribers always have a new, exciting and interactive way to connect with their audience and non-intrusively gather zero- and first-party data.”
“Our mission to make it easy, fast and effective for anyone to create engaging digital moments that connect, capture and reward audiences is coming to fruition and the partnership with Foxtel is proof of that. This partnership with Foxtel is growing from strength to strength and we are excited about what the future holds for all involved,” Steel said.
Foxtel hinted plans for a whole suite of interactive promotions for Foxtel Rewards members using the Komo platform. With the winter sports season just kicking off, the company has just launched Foxtel Footy Hub, with engagement campaigns also earmarked NRL, AFL, Supercars and Netball.
Komo has welcomed a plethora of leading national and international brands to its platform over the past 12 months. This includes Williams F1, QBE, Australian Olympic Committee, The Urban List, Cheese Cake Shop, Marvel Stadium, JLL, Charter Hall, Warner Music Group, Coca-Cola European Partners, Carlton United Breweries, Gage Roads and many more.
