CBS SportsLine

"SportsLine Rewards has been very successful in achieving its purpose: an incentive to reward the users who visit our site most frequently, and a means to target and attract new users. This program, in its first year, grew to more than one million members, and continues to distinguish SportsLine.com from the competition by offering visitors to the CBS SportsLine.com site an array of compelling rewards and benefits.

Kobie Marketing was an important player in the strategic thinking, development and impactful launch of this program. Kobie's TRMS technology as well as its loyalty marketing expertise, were also important factors in the success of the program. In working with Kobie Marketing on the concept and development of SportsLine Rewards, we were looking for a means to help differentiate our site from the ongoing trend of commoditization of sports sites, and the program has been very successful in achieving that objective. The average rewards member has higher page views, does a larger amount of transactions and is more involved in our site than the casual visitor. As a result, over the past year, as we've become increasingly focused on database and relationship marketing, we have been able to utilize the information that we've gathered from members in a way that is permission based and a win-win for both the members and to us.

A lot of the other online loyalty programs are still very transactional, requiring members to spend money in order to get rewarded. What is unique about the program is that members are rewarded for just spending time on the site, doing a lot of page views, and becoming very involved in our content.

Looking ahead, we visualize that because of the relationship-building focus of SportsLine Rewards, we're going to be able to be more proactive in our database marketing, and in being able to provide members, advertisers, and clients with more targeted efforts."

Larry Kruguer, V.P. of Marketing
CBS SportsLine