LEVERAGING MOBILE WALLET TO TAP INTO NEW, IN-VENUE REVENUE POTENTIAL

Overview

The University of Michigan Athletic Department works with Vibes as their go-to partner to develop mobile strategies to engage loyal fans of their storied basketball program.

Challenge

In an effort to address the trend of season ticket holders and student season ticket holders showing up late to popular games, the University of Michigan Athletic Department and their concession partner Sodexo needed a strategy that would drive sales and repeat purchases, while prompting fans to remain at the arena for longer periods of time. They also wanted to reward and engage loyal Wolverine fans with significant, reoccurring offers throughout the game. It was decided that Passbook was uniquely positioned as a mobile tactic to help Michigan tackle these challenges.

Solution

To distribute the Passes, Vibes leveraged the University of Michigan Athletics’ email database of season ticket holders and single-game ticket purchasers. The morning of each game, an email was sent to the database with a call-to-action — a teaser of that game’s special offer, containing a link to the Passbook Pass. The email featured both text and web calls-to-action, giving recipients the chance to either text in or fill out a web form to receive the offer. Additional calls-to-action were showcased in-venue on the jumbotron and via Michigan Athletics’ social media outlets. Once a fan responded to a call-to-action, they would be added to a season pass mobile alert database. In addition, an alert would be sent out to remind them of that day’s game offers as well.

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Results

The campaign was a success, seeing over 3,000 unique participants over the course of seven basketball games. Michigan Athletics saw an average of 820 fans participate at each game. Of those that were exposed to a Passbook call-to-action, 52% redeemed an offer. In addition, 80% of fans that chose to install the Pass, kept it saved to Passbook to receive ongoing offers from Michigan Athletics.

Thanks to their time-sensitive Passbook efforts, Michigan Athletics pre-game concession sales increased 118% with an average order value per fan of over $14.00. This helped to prove the ROI of Passbook and encouraged Michigan Athletics to invest in opportunities around leveraging Passbook for other University sporting events as well.