We chose to go beyond the typical “sports sponsorship” plan and built a relationship with fantasy managers that was parallel to that of E*TRADE’s relationship with stock investors. We gave them tools and information that enhanced their ability to pick their fantasy teams wisely. We captured the most sought-after places used to research, view and discuss fantasy teams.STOCK REPORTJust like the stock market, football player performance fluctuates throughout the season. We pioneered an original fantasy “stock” segment using the NFL Network’s showcase program: NFL Total Access to give fantasy managers the inside track on who should “play” or “trade” that week.STICKY NOTESWe also launched an interactive tool called “Sticky Notes” on the #1 fantasy management site on the web, cbssportsline.com. Team managers sent digital “Sticky Notes” to friends within their league –new user-generated content that can contain boasting, trade talk or just plain chat.

We saw a 76% lift in E*TRADE account sign-ups compared to the average E*TRADE campaign. The response rate was 400% greater than that of the standard banner campaign.