Red Wings Final

154 views
99 views

Published on

The Detroit Red Wings digital strategy.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
154
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Red Wings Final

  1. 1. Detroit Red Wings DIGITAL STRATEGY Presented By: Scott Berlin
  2. 2. Background Information• Home Stadium: Joe Louis Arena• Most Stanley Cup Championships of any US based team• Made playoffs 21 straight seasons• Struggling with regular season attendance in recent years
  3. 3. Target Audience Men Ages 18-40 Michigan Area Big range?  Mass appeal  Couples and families  Bigger target = More sales
  4. 4. KPI  Increased ticket sale  Increased revenue from concessions  25% increase between the two will be considered very successful
  5. 5. Big Idea! “End the Lockout” Promotional Event Free admission, Amazing discounts 50% off Season Tickets Raffles Discounted group-rates Concession discounts
  6. 6. Tools and Tactics Promotion of the “End the Lockout” Event  YouTube Video with star players  Facebook Event  #EndtheLockout  Twitter  Instagram  Google AdWords  Micro-site
  7. 7. TwitterPresence Twitter will be a huge part of generating a “buzz” for our main event  Official Red Wings Twitter Account  Tweet-for-Discounts  Daily Countdown  #EndtheLockout
  8. 8. Instagram Powerful tool allowing users to share pictures have taken  Capture images of the “End the Lockout” event  Share pictures to earn additional discounts  Lockout Picture of the Week  #EndtheLockout
  9. 9. Budget Due to the geographical size of our promotion we were able to minimize some costs The campaign will run for two months ending a week after the “End the Lockout” event Largest cost is associated with staffing the event itself Great value on Google Adwords  Approx. 120 Clicks/Day x 60 days  $7,200 total
  10. 10. Budget Breakdown Total Budgeted Cost = $77,200 Social Media Organization & Video $25,000 $30,000 Google AdWords Micro-Site Creation $7,200 End the Lockout Event $15,000

×