(from Venues Today, March 12, 2013) As a push to increase their Facebook followers and email database the Wells Fargo Center in Philadelphia executed a bold event promotion. The Wells Fargo Center offered two free tickets to every event for one year.
The promotion known as the Big Ticket offered a grand prized including all 42 Philadelphia 76ers’ home games, all 24 Flyer home games, and every concert. The promotion also included playoff tickets, which came as a big surprise to many people.
Cody Snider, Marketing Manager for Comcast-Spectacor said, “In the beginning, it was a bit hard to make people understand what we really meant by ‘two tickets to every event. It’s a bit expansive and tough for people to wrap their minds around.” Snider said the biggest challenge of was getting buy in from both teams and their building executives, but once they were able to explain their goal of creating more online followers in increasing their database everyone bought in.
The campaign ran for just over a month this past winter generated huge results. The promotion gained 22,436 new Facebook fans, which is an increase of 49%. The promotion also increased the firms online database value by $136,937 by adding 9,457 new email addresses.
“We didn’t spend much money to promote it besides putting a large banner on the side of the building and doing some Facebook advertising,” said Melissa Schaaf, Director of Marketing at the Wells Fargo Center. The successful and cost effective promotion will be back again next year, and the promotion will soon be implemented at other venues owned by Global Spectrum.
While the promotion appears to have no major flaws, one kicker to the big prize is the winner must pay taxes on the total value of the tickets. To help offset the cost, the winner will only pay taxes on the events they choose to attend.