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Los Angeles Rams score big on fan connection with
RCS for Business
The Los Angeles Rams became the first professional sports team to use RCS for Business to engage with their fanbase. The team sought a more personal and interactive communication channel as an alternative to traditional SMS marketing. Using rich communication to drive ticket sales and fan engagement, the team saw up to a 70% lift in engagement, a 60%+ increase in ticket sales, and improved click-through rates (CTR) compared to previous efforts using SMS.
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Customer insight
"For decades, marketers have been asking, ‘How do we build a white glove, one-to-one relationship at scale?’ RCS for Business allows us to curate what fans want to know in a real-time experience so they can sit back, relax, and trust that we’ve got them covered.”
Attribution: Kathryn Kai-ling Frederick, CMO, Los Angeles Rams
Up to 70%
Increase in fan engagement among casual and lapsing fans
60%
Increase in ticket sales
20%
Uplift in click-through rate compared to traditional SMS marketing
Challenge
Each year, only a small percentage of the millions of LA Rams fans are able to attend one of the team’s guaranteed 10 home games. The organization wanted to strengthen engagement with their fans, and they needed a communication channel that could provide a more personal, trustworthy, and interactive experience than traditional SMS. The LA Rams also wanted to adopt a tool that aligned with its defiantly original brand ethos and innovation strategy.
Approach
Partnering with Clerk Chat, a customer experience platform, the LA Rams discovered RCS for Business. The team chose one of the biggest days across the NFL, schedule release day, when the entire season’s game schedule is shared publicly, as the first major use case. They aimed to drive ticket sales and engagement, so to test the tool’s effectiveness, the LA Rams broke its fans into four tiers based on past SMS engagement. They then A/B tested the performance of RCS for Business against SMS. Using carousels and rich cards to market different ticket offerings and testing various creative assets, the team ensured compatibility across different devices.
Result
The pilot campaign saw engagement lift up to 70% among casual and lapsing SMS users, demonstrating the impact of going beyond traditional SMS channels. The rich media and two-way conversational capabilities established a real-time, one-to-one, and tailored fan experience at scale. Fans receiving rich communications can more reliably engage with the Los Angeles Rams directly rather than searching the internet for tickets. Behind the scenes, advanced analytics provide a deeper understanding of fan behavior than standard SMS. These insights, such as read receipts, allow the team to optimize based on which content fans interact with most and continue to provide experiences that align with the LA Rams approach to creating a positive fan experience.
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