DIGITAL STRATEGY Detroit Red Wings

Presented By: Scott Berlin

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

Target Audience

Men

Ages 18-40

Michigan Area

Big range? Mass appeal Couples and families Bigger target = More sales

Increased ticket sale

Increased revenue from concessions

25% increase between the two will be considered very successful

KPI

Big Idea!

“End the Lockout” Promotional Event

Free admission, Amazing discounts

50% off Season Tickets

Raffles

Discounted group-rates

Concession discounts

Tools and Tactics

Promotion of the “End the Lockout” Event YouTube Video with star players

Facebook Event

#EndtheLockout Twitter Instagram

Google AdWords

Micro-site

Twitter Presence

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

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

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

Budget Breakdown

Total Budgeted Cost = $77,200

$25,000

$7,200

$15,000

$30,000

Social Media Orga-nization & Video

Google AdWords

Micro-Site Creation

End the Lockout Event