The Detroit Red Wings are developing a digital strategy to increase ticket sales and revenue. Their target audience is men ages 18-40 in the Michigan area. Their big idea is a promotional "End the Lockout" event offering free admission, discounts on season tickets and concessions, and raffles. Their tools include a YouTube video, Facebook event, Twitter, Instagram, Google Adwords, and a microsite. Their two month campaign budget is $77,200, with the largest cost for staffing the event.