Case Study: Arizona Diamondbacks
The Arizona Diamondbacks entered the National League of Major League Baseball in 1998 and won the World Series title in 2001. Home games are played at Bank One Ballpark with a capacity seating of 49,033 fans. Average game attendance is 28,000+.
The Arizona Diamondbacks created the DiamondBackers Program to acknowledge and thank fans for their support of the Diamondbacks. As a member of the free program, fans receive special "members only" offers and earn points for attending games. As points accumulate, fans have an opportunity to win big ticket prizes such as autographed merchandise, throw out the first pitch at a game, watch the game from a luxury suite and much more.
Objectives
- Encourage DiamondBackers Club members to participate in an off-site sponsor event.
- Provide value to DiamondBackers Club members by offering additional incentives and rewards for their participation.
- Drive traffic and increase revenue for participating sponsor, the Fox Sports Grill.
Results
- The Diamondbacks were able to successfully track their fans' attendance with the help of a laptop computer and scanner.
- DiamondBackers members simply had to scan their cards with a Diamondbacks Marketing Host to track their attendance at this off-site event and receive bonus points for their participation.
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