The advantage portal for SPORT BILD subscribers

Case study

The "SPORT BILD Fanmeile" is the new advantage portal for subscribers of Europe's largest sports magazine. Entrance card to the "SPORT BILD-Fanmeile" is the personal account number of the approximately 85000 SPORT BILD subscribers.

Overall 750 subscribers registered online during the first two weeks and can therefore retain exclusive fan mile-benefits of the online platform.

The Concept

As of now, there is more in the SPORT BILD SUBSCRIPTION: With issue No. 42 of 15 October 2014 Europe's largest sports magazine gave the starting signal for the "SPORT BILD Fanmeile", the new exclusive advantage portal for subscribers. All subscribers can register for free and receive exclusive fan area benefits.

In addition to subscription awards, the "Fanmeile" offers many attractive services regarding the customer advantage portal over the entire term of the subscription.

For example:

  • Invitations to Events
  • Exclusive promotions
  • Exclusive contests
  • Advantage Offers

Access to these benefits is granted through the individual customer number. After successful registration, the subscribers can login themselves, into the closed portal, through a Single-Sign-On solution.

The usage of the "Fanmeile" including all benefits, is a free of charge service that comes with the subscription. Its price will not change.

The "SPORT BILD Fanmeile" increases the emotional attachment to the product and supports the existing identification with the brand. It is also an additional argument for the subscription renewal. The new advantage portal is a first pioneering step in terms of customer loyalty and will continuously be adapted for other brands of the "BILD Group".

The Implementation

The potential of creating useful multimedia solutions for the SPORT BILD and their subscribers and to integrate them wisely into the strategy and communication, was implemented with the support of online specialists from Munich. The team of Catenate GmbH worked closely with the editorial departments "Direktgeschä ft BILD-Gruppe" und "Axel Springer IT Services" to work out the design, functionality and usability of the platform.

Herewith "Axel Springer" benefited from a web-based standard solution of Catenate GmbH: The tool is geared to online-subscription club solutions of various target groups such as fashion, family, living, food, technology, automotive, finance or sports. The Catenate GmbH perceives itself as partner for innovative solutions in web-based IT environments with a profound understanding of customers and pronounced solution-orientation in all areas.

Within a few weeks, the online platform was implemented on the basis of the standard tool and provides the subscribers as well as the editors with a variety of functionalities. Heart of the multitenant CMS development is an interface to the single-sign-on solution and to the internal CRM system, in order to allow an easy registration of current subscribers.

Within the first two weeks already 750 subscribers registered online and are now part of the new "SPORT BILD Fanmeile". Alfred Draxler, editor in chief of SPORT BILD: "The SPORT BILD Fanmeile rewards our most loyal readers, subscribers, with offerings that only SPORT BILD provides. It transforms the subscription to a long-term advantage-experience. "


for Axel Springer are i.a.:

  • Sustainable positive impact on the subscription durability
  • Extra argument for the subscription
  • Increase of brand awareness and emotional attachment on customer side
  • Greater range, i.a. through viral social media effects Cross-Marketing
  • Adaptation to other titles of the BILD Group