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Oakland Athletics Case Study

» “Text-2-Win” Trivia Promotion

NetInformer provides an in-stadium mobile system that allows baseball fans to play games on their phones and receive discount ticket offers.

 

Objectives

  • Deepen fan loyalty and involvement
  • Promote and increase ticket sales
  • Increase return attendance
  • Build a database of opt-in mobile numbers for future offers

Part 1: Text Trivia Game Promotion

Fans played a text trivia game presented on the Diamond Vision screen. All participants are sent a wireless coupon for a discount ticket and asked to opt-in for future specials.

Trivia Game Results

  • More than 80,000 fans participated during the season
    (1000 per game average, +3% total attendance)
  • 15% of all fans who play redeem the m-coupon prize
  • 25% opt-in response rate

Part 2: Mobile Coupon Ticket Offer

Each trivia game allows the Oakland A’s to collect an opt-in list of fans who agree to receive future ticket offers. Special ticket offers are sent out via text messages a week before the game. To redeem a mobile coupon, fans bring their phone to the A's box office or log on to the ticket site and use a Web code.

Mobile Coupon Offer Results

  • 12% response rate to m-coupons for ticket specials (average per offer)
  • 1.6% choose to opt out of all future offers (average per offer)

Because most people carry their phones with them, mobile coupons have a higher chance of being redeemed. In addition, the team is able to easily track the participation and redemption frequency of offers sent to the list.

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