Making Losers Winners
December 13, 2011 Leave a comment
At the core of entertainment marketing is passion. Passion that connects pride and communities and supersedes the machine of business at the core of all entertainment. It’s this passionate emotion that marketers connect to make losers winners. The Effie award winning campaigns by the Minnesota Wild and Atlanta Falcons are textbook examples of successful results in marketing fandom.
Minnesota Wild’s multiyear campaign is a celebration of the fan – a true homage to the 18 thousand ticket buyers at each game. The Effies Minnesota Wilds showcase includes a video and case study that underscores the numbers that prove effectiveness; 90% season ticket renewal, record attendance and merchandise sales. A visit to the current Wild’s website Fan Zone shows continued use of their integrated “State of Hockey” campaign.
The Falcons were awarded a bronze Effie in 2011 for their “Rise Up” campaign. The three-minute Effie video includes radio and TV spots that rock with the inspiration that combined with a good season record to record a 200% increase in ticket sales. The Falcon’s Facebook page continues to reinforce the “Rise Up” tagline.
It’s always assumed by sports entertainment marketing newcomers that the best place to be is on the winning sports teams. That’s a tough assumption when you consider that 99% of all teams are losers! And there is no better rush than riding a losing team to success. The Effie awards celebrate and feature proven successful marketing campaigns that capture this ride up; the Minnesota Wilds NHL campaign and the NFL’s Atlanta Falcons. Great inspiration!