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In an era where fan engagement extends far beyond the stadium, the Denver Broncos faced a unique challenge: how to deepen the connection with their season ticket holders and increase their overall spend. With a focus on a select group of 6,000 season ticket holders, the objectives were clear yet ambitious. The Broncos aimed to elevate social media engagement and boost in-stadium and online spending, all while enhancing the overall fan experience.
Our journey began with on-site research at Mile High Stadium, where we observed fans in their natural habitat. But we didn't stop there. We conducted primary research in Denver, engaging with fans to understand their motivations, frustrations, and aspirations.
We organized numerous workshops with key stakeholders, including team management, marketing executives, and even some die-hard fans. These workshops served as collaborative think tanks, helping us refine our strategy.
To ensure our strategy was data-driven, we surveyed multiple audiences, from season ticket holders to casual fans. The insights gleaned from these surveys were invaluable in shaping the GAMEPASS program.
From parking to merchandise purchases and social media sharing, fans interacted with the Broncos brand at multiple touchpoints. This discovery was crucial in shaping our strategy.
Enter GAMEPASS, a comprehensive loyalty program designed to incentivize fan activities at every touchpoint. This wasn't just a rewards program; it was a complete fan engagement ecosystem.
We knew that seamless integration with existing systems—ticketing, concessions, CRM, and digital marketing—was essential. So, we ensured that GAMEPASS would work in harmony with these platforms.
The heart of GAMEPASS is a digital hub, accessible via a mobile app on both iOS and Android. This hub serves as the gateway to a multitude of rewards and experiences, all aimed at enriching the fan journey.
A focus on UI/UX ensured that the app was not just functional but also intuitive. We wanted fans to navigate the app as effortlessly as they would navigate the stadium.
The program was designed with a tiered rewards structure, encouraging fans to climb the ranks from Rookie to Hall of Fame status. The more they engaged, the more they were rewarded.
An effective communication strategy was key. Utilizing email, SMS, and social media, we kept fans informed and engaged, ensuring a steady flow of traffic to the app and, by extension, to the stadium.
Our end deliverables were a symphony of interconnected parts. The GAMEPASS app was the cornerstone, but it was supported by a broader campaign that included video promotions, social media marketing, and digital advertising. We also developed experiential concepts that brought the digital experience into the physical world. These included exclusive events, in-stadium activations, and even augmented reality experiences to further engage fans.
The GAMEPASS program tapped into the intrinsic motivations that fans craved. It provided avenues for fans to connect with each other, share exclusive content, and enjoy unique experiences that deepened their emotional connection to the team.
The project wasn't without its challenges. Clear objectives, a focus on differentiation, and a sustainable program design were essential lessons learned. The keys to our success were data-driven decisions, a multi-touchpoint engagement strategy, and a rewards system that genuinely added value to the fan experience.
With nearly all fans who redeemed at least two rewards likely to renew their season tickets, the future looks bright. The program has set a new standard in fan engagement, not just for the Broncos but for the sports industry at large.
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