In a world where grabbing the attention of fans is more challenging than ever, the Carolina Panthers have found a game-changer in SMS.

We’re living in an age where capturing the attention of consumers and fans is becoming increasingly challenging. SMS remains a powerful medium with a 98% open rate. By tapping into data-driven insights, teams can tailor messages to each fan's preferences, behaviors, and location, making every text feel personal. 

Plus, SMS is all about instant gratification – real-time updates and information right when it matters most, like during games and events. And the cherry on top? SMS can be woven seamlessly into the bigger digital marketing picture, making every channel work together like a well-oiled machine. 

It's all about keeping the fan experience fresh, engaging, and right at their fingertips. This is how the Carolina Panthers are creating a winning strategy with SMS. 

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SMS marketing is becoming a major player in sports fan engagement 

SMS marketing has proven to be a powerful tool in the sports industry, and the Carolina Panthers are taking full advantage of its potential. 

The sports industry is known to have impressive open rates for email. Forbes Advisor lists recreation, sports, and entertainment as one of the top 10 businesses with the highest email open rates, with an open rate of 41.80%. However, nothing compares to the high open rates the team is seeing with SMS.

The marketing team behind the Panthers believes SMS is the future of marketing. It's going to allow them to be able to tailor content to fans, and deliver it in a way that really resonates. The fact is, sports teams send fans so many messages through ads, app pushes, and emails. In an era of media saturation, SMS offers a direct and effective way to reach fans, adding another layer of connectivity and enhancing the overall fan experience.

Attentive is just not an SMS provider. You guys are a solution. Attentive helps us with our managed services and our strategy, and that's something sports teams really need.
- Sean Phaler, Sr. Director of Digital Marketing at The Carolina Panthers

Driving fan engagement through personalization and interactive features

One of the most successful uses of SMS marketing for the Panthers has been the integration of in-game entertainment features. It’s the real-time, personalized nature of the channel that makes it particularly effective for fan engagement.

The Corgi Cup Race is an incredible example of an interactive, in-game activation that hooked fans and enhanced their overall experience. Game attendees were asked to cast their votes for the winner via text. The live poll had over 3,500 participants, with a 32% opt-in rate to an SMS program that offers fans exclusive offers and, best of all, more control over their in-game experience. By embracing these entertainment opportunities, the Panthers are creating fun new ways to connect with fans.

I think Attentive has changed the relationship with our fans because it's a more 1:1 experience. It's in real-time and it's personalized.
- Paige Hughes, Email and SMS Marketing Manager at The Carolina Panthers

Another great example of personalization came in the form of the team’s Player Wallpaper campaign. Fans responded to a text asking them to reply with what player they were most excited to see in action. This triggered a personalized journey that shared a custom phone wallpaper with the subscribers.

Looking forward 

The future of fan engagement is looking very exciting, especially with new advancements in mobile messaging. The Panthers are looking forward to exploring the possibilities that technologies like RCS can bring to SMS marketing.

This new wave of messaging can make fan experiences so much richer, opening up untapped ways to interact and engage. There's huge potential for innovation, and the team is eager to explore what's possible. For sports teams looking ahead, these developments could completely change the fan experience in ways we haven't seen before.

In addition, the potential for expanding SMS marketing beyond Panthers football games is evident. There are opportunities to use this tool for a variety of events, both during and off-season.

It's all about staying connected with fans year-round. This really shows how flexible and powerful SMS marketing can be for keeping fans engaged.

It’s clear the Carolina Panthers are elevating their fan engagement game through a dynamic SMS strategy. By leveraging the high open rates and real-time capabilities of SMS, the team is delivering personalized, interactive experiences that resonate with fans. 

Learn more about how Attentive helps teams connect with fans. Ready to kick off your own winning SMS strategy? We’d love to huddle up.