Case Study: Bring A Friend To A Raiders Game
CASE STUDY: Bring a Friend to a Raiders Game
ORGANIZATION: Oakland Raiders
BACKGROUND & GOALS
A well-known brand with a history of tradition, the Oakland Raiders entered the 2011-2012 season looking for new ways to sell single game tickets and suites by leveraging the expansive social networks that they had built. With over 1.3 million Facebook fans and over 130K followers on Twitter, the Raiders understood the opportunity in front of them and only needed a mechanism by which to capture these users.
Looking for something unique as well as something that would leverage existing Raiders assets, GAGA and the team came up with the Bring a Friend to a Raiders game contest. The contest gave nine fans the chance to win two suite tickets, fully catered, to the Raiders vs. Lions game on December 18, 2011. As a bonus, fans that Liked the contest or Tweeted it could double their chances at winning. The contest ran from November 22, 2011 to December 12, 2011.
In addition, the promise of the contests results were so high that it was fully endorsed by the National Football League and the Director, Club Business & Corporate Development, Laura Lefton.
Using a content a content calendar developed by GAGA, the contest was promoted on all of the Oakland Raiders digital assets including Twitter, Facebook, their weekly email newsletter as well as prominently on the Raiders home page dynamic lead throughout the duration of the contest.
Total Entrants: ~27,000 (Previous Team Record: 5,000 entrants)
Total opt-ins for Raiders tickets: 15,797 (~59%)
Total opt-ins for Raiders Newsletter: 14,907 (~55%)
Most shared platform by users: Facebook
The Raiders received 1,000 comments within 50 minutes of the initial contest posting of, “Who would you bring if you were selected?” message on Facebook. In addition the Raiders tweet became a Twitter Top Tweet for six hours. This is significant because Twitter calculates the number of times a tweet is viewed, tweeted, or re-tweeted and everything that happened with this tweet was organic and coming from the fans. The only tweet above the Raiders was a paid tweet for Discovery.