Rogers Communications created the Team Rogers Community Draft to help kids stay engaged with the sports they love by giving them virtual access to pro athletes, contests, and making contributions towards league fees. Fuel Media was engaged as the technology partner with sponsorship activation agency SDI Sports to develop their marketing website, intake application, experience portal, and administrative back-end to manage the marketing program.
Technology Overview
The tech stack for the Team Rogers Community Draft needed to be fast, flexible, and secure. To accomplish this, we developed a statically rendered HTML website that used WordPress as the Content API and a Laravel API for user inputs and file storage.
Building our multilingual content with WordPress and using Laravel as our data layer provided Rogers with the best of both worlds. Marketers gained the ability to edit and publish front-facing website content instantly, while user data was safely guarded in non-public S3 buckets.
Building a Community
The first phase of the project included the development of the public-facing website and Team Rogers Community Draft intake application for the draft. This website acted as the landing page for a national marketing campaign that was driving referrals from social media and television, so it needed to be lightning fast on mobile phones, tablets and computers alike. Our technology approach resulted in a site that loaded almost instantly on all device sizes for optimal conversion rates.
The Drafted Experience
Once a user was “drafted” into the Team Rogers Community Draft, they gained access to an experiential portal filled with exclusive content and access to their favourite pro athletes. Development included a number of interactive experiences including a Pro Chat, contest entries, and hockey-card style profiles so the drafted kids could see themselves as a pro!
Management Portal
We developed a custom admin application for managing draftee applications, user accounts, and an email template engine for system communications. The admin panel provided Rogers Communications and marketers with secure access to every level of the marketing program, including data export tools for easy integration with other systems.
