While the Cavaliers are dominating the court, they are also winning with their promotions.
The Cleveland Cavaliers, our client, have had a lot of recent success in recent years. Two of the biggest reasons for this winning are Lebron James and their home atmosphere. Obviously having the best player on the planet will help you win basketball games on the court. But what contributes to that home-court advantage?
Typically, you need to have a full audience and they need to be engaged. Winning will handle a large portion of selling out games, but so does having great promotions and incentives to get fans to the arena.
While the Cavaliers have Goodyear as their official jersey sponsor, they also enlist numerous off-site promotions and on-site promotions. In addition to having the jersey patch, Goodyear also runs a contest where fans who sign up for an account with them are entered into a contest to win hundreds of dollars worth of prizes.
The Cavs have other off-site promotions which ask people to use social media to show their fandom. AT&T ask Cavs fans to show their colors on social media for a chance to win playoff tickets. Elk & Elk does something similar where they give fans tasks on social media to follow to be eligible for playoff tickets. Lastly, the Cavs also utilize their mobile app to allow fans at participating Cleveland-area bars and restaurants to "check in" and have a chance to win playoff tickets.
All of these off-site promotions provide excitement for fans in the area, but it is their on-site activations and promotions that really separate themselves. The Cavaliers run three main in-game promotions that incentivize fans to root even hard and focus on the game. Each of the three promotions happen at different points of the game.
First, GetGo Market offers a free 22 oz Mountain Dew if the Cavs score 22 points in the first quarter. The only catch is that you have to have the GetGo app on your phone. Second, McDonalds offers a free 10-piece McNuggets to any fan in attendance of a game where the Cavs score at least 100 points. Third, Papa Johns focuses on the end-game by giving Cavs fans 50% off pizza the day after a game the Cavaliers win. All three provide for a better on-site atmosphere.
1. Teams realize that they have to sell the experience of their games and make an event out of it to counteract the cost of attending. Here, the Cavs are giving their all to create a fantastic experience.
2. The Cavs also do a great job of utilizing multiple platforms of activation such as in-person, mobile, and social media. While fewer people watch games on TV, they still follow on these newer mediums.
3. Playoff tickets can be especially expensive and prevent the average fan from attending, but the Cavs offer multiple promotions for free tickets to account for that.
4. As a team or a sponsor, think of activations that involve the game itself like McDonalds and the 100-point promotion with the Cavs. This better allows fans to associate your product with the team and transfer that loyalty.
Check out some pictures below of these promotions and the atmosphere at the Q.
Written by: James Campbell
James Campbell is currently in his Senior year at the University of Michigan. In May of 2018, he will receive his BA degree in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell