“Good Neighbor Night” at Coolray FieldTweet
The Gwinnett Braves and 12Stone Church partnered together to provide a special offer to residents in their area…a 1.6 mile radius around Coolray Field. There had been some issues with traffic on Sundays when the Braves had a game and church was letting out. So the two establishments wanted to let the surrounding residents know that they understood the traffic issues and wanted to be a “good neighbor” and offer them up to four tickets, four meal vouchers and a parking pass to the Gwinnett Braves game on Thursday, April 26th.
The original plan was for Tucker Connect to print a 6 x 9 postcard and mail it out to 5,000 homes in the 1.6 mile radius. After receiving the postcard, the resident would bring the card to the game in exchange for the 4 tickets, meal vouchers and the parking pass.
Tucker Connect suggested (although there were only 5 days before the cards needed to drop in the mail) that the Braves add a personal URL to each postcard driving each responder to a landing page where the Braves could gather information and have the ability to market to these people in the future.
The promotion was such a success that the allotted tickets for that night hit capacity…2,200 people! The offer was closed at 3:00 PM on the day of the game. However, when additional people went to their Purl after 3:00 pm, they were told the offer for Thursday, April 26th was sold out, however, they would receive the same offer for a game the following week…Tuesday, May 1st. Sixty eight additional people hit their Purl landing page and requested the offer for the following week. (This was an additional 260 people).
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