A Guide to SEO in Ceros
Jacksonville Jaguars & Ceros
Their Goals and Our Solution
Einstein Healthcare leveraged this interactive landing page as a way to educate onsumers on their services, establish trust with their audience, and assert their expertise in the field. With the ultimate goal of conversions, the team sought to drive increased appointment requests. This interactive format proved to be useful as both an educational resource and lead generation tool, as it allowed the Einstein Healthcare team to present dense amounts of information in a compelling, engaging way that encouraged conversions.
Rather than drive visitors immediately to a “Book an Appointment” form without any additional context on their services, or inundate visitors with the host of information available on their website, this landing page step allowed Einstein Healthcare to better curate the user experience, without having to build out an entirely new page on their website.
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The Jacksonville Jaguars, a franchise of the National Football League (NFL), leveraged Ceros to create an interactive game with the goal of generating and converting leads for the 2020 NFL season. The team accomplished this by engaging fans with a compelling ad unit that drove to the interactive game, which resonated with the franchise, engaged their social media followers, and generated leads. The ad unit and post-click experience proved an effective way to surprise and delight their audience, giving fans an opportunity to interact with a lighthearted experience in a particularly volatile season for the NFL, due to the far-reaching ramifications of the COVID-19 pandemic.
The Jacksonville Jaguars leveraged Ceros’ Professional Services team to create the interactive game, as well as the social sharing asset that drove visitors to the game. The Professional Services team scoped five days of active build time for the game. In total, the project took three and a half weeks to complete after receiving the creative brief and assets, including three rounds of client feedback and revisions. The experience was optimized for mobile, with vertical alignment, clear branding, concise copy, and interactive elements that incentivized visitors to take action.
Further, visitors were incentivized to play the game to win a signed Jaguars’ helmet, which helped tie the virtual football field back to their real-world presence in the NFL. The length of the game, 30 seconds, was also optimized for mobile. The overall look-and-feel of the game was consistent with the Jaguars’ branding and the playful, competitive nature of the sport itself. Ultimately, employing an interactive game was a natural extension of the Jaguars brand, engaging their loyal following on Facebook.
Set on a virtual football field, the Jaguars branded ‘Whack-a-Mole’ game encouraged visitors to ‘whack’ or tap as many of the football helmets as they could within the timed thirty-second period. Visitors scored points for each helmet they whacked and lost points for each football they tapped. The game was built to get progressively more difficult, with helmets and footballs popping up at an increasingly quicker pace as the clock runs. Upon completing the game, visitors were encouraged to enter their information into a third-party lead capture form for a chance to win the helmet and to “See the Action Live” by clicking an outbound link that drove to their ticketing site.
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The Ceros team seamlessly embedded a third-party lead capture form from Einstein Healthcare’s marketing automation system, HubSpot, allowing the client to streamline tracking.
The secondary goal of the landing page was driving increased engagement and awareness. The Einstein Healthcare team sought to develop and better educate their audience on their range of services. Including human elements, customer testimonials and empathetic, emotionally-charged copy–helped achieve this goal of authentic storytelling.
Performance & Optimizations
The Ceros platform afforded Einstein Healthcare the ability to not only better engage their audience but also to understand exactly how their audience consumed their content. Interactive, digital experiences incentivize visitors to take action, thus providing advertisers with deeper insight into audience behavior. Through Ceros’ analytics dashboard , advertisers can gain insight into how users are engaging with their Ceros content from high-level KPIs (i.e. visitors, opens, page views), down to granular engagement KPIs (i.e. time spent, social shares, interaction clicks, video engagement, outbound link clicks, interaction clicks by object).
was the first of its kind for the Jaguars. Previously, they had only explored gamification through weekly trivia on Stories organically and a one-off math game served via their app. The Ceros game ran as a paid campaign on Facebook for six days and was optimized for lead generation. This game was the first time the Jaguars have run a gamified digital experience as a paid campaign.
This interactive, ‘Whack-a-Mole’ style game
By the Numbers
Partnering with Ceros and building the experience was relatively turnkey. For an organization like ours, especially in retail, we're running many initiatives and campaigns and there's limited capacity. Being able to partner with software and services like [Ceros] enables us to expand bandwidth in ways that are really meaningful and valuable.
Justin Gimotea
Social Media Marketing Manager, Design Within Reach
“”
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Savanna Woods
Manager of Digital Marketing, Jacksonville Jaguars
Ceros did a great job of working with us to ultimately get to where we wanted to be, which was a game that we could put forth that wasn't too much work, that was engaging, on-brand, and still achieved the ultimate goal of reaching some potential customers. It was awesome.
“”
Before Ceros
After Ceros
Before Ceros
After Ceros
Key Takeaways
Performance Metrics
Campaign Background
Campaign Overview
leads generated
in six days
674
‘hot’ leads qualified by the Jaguars'
sales team
250
1m 7s
average time spent
of the total visitors click the outbound link to “See the Action Live”; 266 clicks
16%
of visitors that landed on the experience interacted with it in some capacity
74%
11k
page views on their ticketing site; Uptick in page views
of visitors completed the game from start to finish
70%
I definitely think there's an opportunity to do this again, as an easy way to raise awareness and to generate leads . . . There are a lot of use cases for Ceros throughout the in- and off-season, and we hope to use these gamification elements to create content a little bit differently than we have in the past.
Savanna Woods
Manager of Digital Marketing, Jacksonville Jaguars
“”
Ceros is an experiential content creation platform that enables companies to create interactive, digital content without traditional development or code.
The world's leading brands are leveraging Ceros to create rich, interactive, and immersive Pin Extensions that drive engagement and conversions.
Learn More
Learn More
The Jacksonville Jaguars are a professional football franchise based in Jacksonville, Florida. The Jaguars compete in the National Football League as a member club of the American Football Conference South division.
The Jaguars are building a winning franchise, both on and off the field.
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Creative: Post-Click Experience
To the delight of the Jaguars organization, the ‘Whack-a-Mole’ game was a sweeping success. The high engagement metrics and volume of leads generated speaks to the game’s strong creative elements, entertaining gameplay, adherence to mobile best practices, and the teams’ loyal fanbase. The Jaguars’ audience completed the game and filed out the lead capture form at high rates.
Goals
The ultimate goal of the campaign was conversions, as the Jaguars sought to generate qualified leads in-season that could convert into ticket holders. With this game, they hoped to pique the curiosity of casual fans, encouraging them to buy tickets or enter self-declared data into a third-party lead capture form for the giveaway. The Jaguars’ sales team then hoped to convert the leads generated from the sweepstakes into ticket holders. The secondary goal of the game was engagement. By providing a fun and unique activation on paid social, the Jaguars ensured that visitors were entertained while playing the game.
It’s worth noting the broader context of the NFL and the Jacksonville Jaguars at the time this campaign went live. The experience was promoted just days before their season opener, with the intention of generating buzz and excitement for the upcoming season. This comes at an unprecedented time for the NFL, with widespread anxiety surrounding the COVID-19 pandemic and uncertainty as to how this might impact the league. Given the fact that this was the first gaming experience the Jaguars have promoted on social and the uncertain climate, it was difficult to forecast or benchmark the performance of this campaign.
Performance
Strong Creative Direction
Entertaining Gameplay
Mobile Best Practices
Savanna Woods
Manager of Digital Marketing, Jacksonville Jaguars
We ran this campaign to generate excitement for our home opener, and we really didn't know if there was an appetite to engage in content like this. And so to be able to turn around, before our home opener, and deliver all of those leads to our sales team, was awesome to see.
“”
In total, the Jacksonville Jaguars Ceros game drove:
On paid social, the Jaguars typically drive visitors to static landing pages specific to the campaign–whether it be their sweepstakes pages, ticketing pages, or a single-game ticket sale page. This was the first interactive, gamified experience that the Jaguars has promoted on Facebook.
Why Interactive?
of conversions and engagement, but also surpassed expectations by generating a significant amount of qualified leads for their sales team. Through Facebook, the Jaguars found an engaged fanbase looking to consume fun, interactive experiences such as this one.
Looking to the future, the Jaguars see potential to repurpose this game for future campaigns, expand their interactive offerings on Facebook, and deploy similar, gamified experiences on Instagram. Empowered by the Ceros platform, the Jacksonville Jaguars have expressed that they will continue to build highly engaging experiences for their social audience on Facebook and Instagram.
Ultimately, this game not only achieved the Jacksonville Jaguars’ goal
Insights & Looking
to the Future
Design Within Reach & Ceros
Design Within Reach came to Ceros looking to create an interactive, immersive, and visually-compelling quiz that their followers could engage with to determine their outdoor style, and ultimately, shop their products. The ultimate goal of the campaign was consideration. The interactive format offered visitors an engaging way to decipher their personal style and served up product recommendations based on their selections in the quiz. The Ceros platform and professional services enabled Design Within Reach to serve their visitors an out-of-the-box and engaging experience, optimized for mobile.
Ceros to create an interactive quiz that offered product recommendations, by categorizing visitors across several “Outdoor Style” personas. The quiz, the first of its kind for Design Within Reach, spanned four questions and four personas. Each persona offered 4 - 8 product recommendations, which drove to corresponding category landing pages on DWR’s website. This quick, easy-to-consume quiz format was successful in its appeal to Design Within Reach’s social audience. The quiz was optimized for mobile engagement, aligned with DWR’s elevated visual aesthetic, and engaged their design-conscious audience. Visitors were incentivized to complete the quiz, as it offered them insight into their personal taste–their “Outdoor Style” persona. The quiz was promoted on Facebook and Instagram Stories as an engagement-optimized campaign. Visitors were driven to the interactive landing page, built in Ceros, after clicking on or swiping up on an ad from Facebook and/or Instagram Stories. The ads were optimized for page views.
Design Within Reach leveraged
Set on a virtual football field, the Jaguars branded ‘Whack-a-Mole’ game encouraged visitors to ‘whack’ or tap as many of the football helmets as they could within the timed thirty-second period. Visitors scored points for each helmet they whacked and lost points for each football they tapped. The game was built to get progressively more difficult, with helmets and footballs popping up at an increasingly quicker pace as the clock runs. Upon completing the game, visitors were encouraged to enter their information into a third-party lead capture form for a chance to win the helmet and to “See the Action Live” by clicking an outbound link that drove to their ticketing site.
Partnering with Ceros and building the experience was relatively turnkey. For an organization like ours, especially in retail, we're running many initiatives and campaigns and there's limited capacity. Being able to partner with software and services like [Ceros] enables us to expand bandwidth in ways that are really meaningful and valuable.
Justin Gimotea
Social Media Marketing Manager, Design Within Reach
“”
Ceros did a great job of working with us to ultimately get to where we wanted to be, which was a game that we could put forth that wasn't too much work, that was engaging, on-brand, and still achieved the ultimate goal of reaching some potential customers. It was awesome.
Savanna Woods
Manager of Digital Marketing, Jacksonville Jaguars
“”
Ceros did a great job of working with us to ultimately get to where we wanted to be, which was a game that we could put forth that wasn't too much work, that was engaging, on-brand, and still achieved the ultimate goal of reaching some potential customers. It was awesome.
Savanna Woods
Manager of Digital Marketing, Jacksonville Jaguars
“”
of consideration and engagement, but it also exceeded expectations by driving revenue, both online and offline. Through Facebook and Instagram, Design Within Reach found an engaged, mobile audience looking to consume interactive experiences such as this one.
Ultimately, this quiz not only achieved Design Within Reach’s goal
Why Interactive?
We have a really robust CRM system within our company, so it's really important to us to track visitors and to ultimately generate leads that result in sales in everything we do. Just because we get impressions on different things that we do on social doesn't always mean it's actionable. So anything that we can do like this that gives us information about somebody to reach out to is really ideal.
Savanna Woods
Manager of Digital Marketing, Jacksonville Jaguars
“”
Ceros is an experiential content creation platform that enables companies to create interactive, digital content without traditional development or code.
The world's leading brands are leveraging Ceros to create rich, interactive, and immersive Pin Extensions that drive engagement and conversions.
Learn More
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Et harum quidem rerum facilis est et expedita distinctio. Nam libero tempore, cum soluta nobis est eligendi optio cumque nihil impedit quo minus.
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Throughout the build process, our Professional Services team tested several creative variables when producing the game, including game duration, level of difficulty, and gameplay assets. The Ceros team ultimately produced three versions of the game for the Jaguars to choose from. The first version included two sets of helmets; the second version included two sets of helmets and footballs. The third and final version of the game, which the team moved forward with, included only one set of helmets and footballs; users earned points for tapping the helmets and lost points for tapping the footballs.
Ceros also tested the length of the game, starting with a minute-long game and ultimately arriving at 40 seconds as the optimal length. Finally, the team tested the level of difficulty of the game by varying the speed at which the assets appeared; Ceros ultimately increased the speed of the assets in order to create more challenging gameplay.
Optimizations
To the delight of the Jaguars organization, the ‘Whack-a-Mole’ game was a sweeping success. The high engagement metrics and volume of leads generated speaks to the game’s strong creative elements, entertaining gameplay, adherence to mobile best practices, and the teams’ loyal fanbase. The Jaguars’ audience completed the game and filed out the lead capture form at high rates.
Performance
Savanna Woods
Manager of Digital Marketing, Jacksonville Jaguars
The lead gen campaigns that we run, even those that we put spend behind, typically don't generate that high of a number of leads. I think for us, the piece of it that made a difference: we weren't just posting a static image and asking somebody to purchase something or put their information in.
“”
Creative: Ad Unit
The Jacksonville Jaguars leveraged Ceros to design and build the ad unit and resulting interactive game, ensuring a cohesive, on-brand look and feel throughout the visitor journey, from the lead-in ad unit to the interactive post-click experience. The ad unit, a video that mirrored the first page of the Ceros experience, included the Jaguars’ branding, subtle animations, and a clear call to action–Go!–that incentivized visitors to click through to the game. By showcasing the Jaguars’ branding up front, building for sound-off, incorporating animation to capture attention, including playful copy to appeal to the Jaguars fanbase, and finally, including a clear call to action, we ensured that this unit–and, subsequently, the first page of the Ceros experience–was optimized for mobile consumption.
The Ceros team empowers advertisers to not only serve up interactive experiences post-click, but also to serve up rich, animated ad units that encourage visitors to convert. These animated units can be created in Ceros and recorded and converted into video. In this case, the inclusion of subtle animations captured the attention of the Jaguars’ social audience and the creative consistency between the lead-in and post-click environment helped ensure a seamless experience for visitors. The ad unit was ultimately successful in capturing the Jaguars’ audience: notably, 70% of visitors to the Ceros experience completed the game in its entirety, with an average time spent of 1 minute and 7 seconds. Having a clear, cohesive, and engaging ad unit is an integral step in generating post-click engagement like this.
Creative: Post-Click Experience
Set on a virtual football field, the Jaguars branded ‘Whack-a-Mole’ game encouraged visitors to ‘whack’ or tap as many of the football helmets as they could within the timed thirty-second period. Visitors scored points for each helmet they whacked and lost points for each football they tapped. The game was built to get progressively more difficult, with helmets and footballs popping up at an increasingly quicker pace as the clock runs. Upon completing the game, visitors were encouraged to enter their information into a third-party lead capture form for a chance to win the helmet and to “See the Action Live” by clicking an outbound link that drove to their ticketing site.
On paid social, the Jaguars typically drive visitors to static landing pages specific to the campaign–whether it be their sweepstakes pages, ticketing pages, or a single-game ticket sale page. This was the first interactive, gamified experience that the Jaguars has promoted on Facebook.
