AMT Auto, a leader in automotive solutions within West Yorkshire, already enjoyed strong brand recognition through partnerships with prominent local sports teams. While these partnerships generated awareness, Paladin Marketing identified an opportunity to extract greater long-term value. Traditional social media competitions focused on "likes" and "shares," offering limited customer insights and opportunity for future marketing.
Paladin Marketing proposed the development of AMT Play, a dedicated website that would serve as a digital extension of AMT’s sponsorship efforts. This platform would not only host exclusive competitions, giveaways, and content related to the sponsored clubs but also function as a tool to capture customer data. prizes tied to AMT's sports team partners.
The primary aims of AMT Play were
1. Measurable ROI: Move beyond brand awareness to directly measure the return on investment (ROI) from sponsorship activities by capturing and utilising customer data.
2. Customer Engagement: Create a deeper, more interactive relationship with the fan bases of Leeds United, Leeds Rhinos, and Yorkshire County Cricket Club, aligning AMT with the passion and loyalty of these sports communities.
3. Market Leadership: Support AMT’s strategic goal of becoming the premier automotive company in Yorkshire by embedding the brand deeply into the regional culture through sport, a key area of local pride.
4. Make best use of sponsorship inventory: AMT had access to lots of money-can't-buy prizes as part of their partnership inventory. AMT was the perfect home
Since the launch of AMT Play in April, competitions and giveaways have resulted in over 40,000 unique entries - each entry a potential customer that AMT can gain a greater understanding of through frequent, direct and personalised communication at little to no cost via email.
They now own their audience, rather than relying on each Club to market to them or using less personalised social media platforms like Meta or LinkedIn