Home  › Social › Social Media
kevin-garnett-dunking

The Celtics' Scvngr Slam Dunk: Season Tickets Worth $6,000

  |  October 4, 2010   |  Comments

The NBA team will give away two season tickets on the geo-social platform, while offering other lucrative prizes during a three-week campaign this month.

The Boston Celtics' first play in the geo-social space is a backboard-shaking Kevin Garnett slam dunk compared to some of the standard layups other brands have been offering up. The NBA franchise is giving away a pair of season tickets while testing Scvngr in the three weeks leading up to the regular season, which tips off Oct. 26.

celticsAs the first place prize in a contest dubbed "The Boston Celtics Trek," the season tickets represent a loss leader of around $6,000, according to a team spokesperson. That figure ups the ante considerably compared to other promotions recently seen in this nascent marketing space. A comparable effort came last month when Virgin America caught the industry's attention by offering two-for-one plane tickets to Mexico. The loss-leader was between $365 and $465 per airfare and was redeemed by hundreds if not thousands of participants. What's markedly different about the Celtics' big giveaway is there is no actual sold unit attached to it.

Additional "Trek" prizes include a group suite for one home game (up to 18 people), free or discounted merchandise from Modell's Sporting Goods, and other Celtics-themed freebies. To earn the prizes, Scvngr users will have to check in at various Boston locations, including Modell's stores, Logan Airport, and a statue of legendary Celtics coach Red Auerbach.

"Celtics fans are following the team in large numbers on so many different platforms and this new trek with SCVNGR allows our fans to interact with the team in a whole new manner," Boston Celtics CMO Shawn Sullivan said in a prepared statement. "The Boston Celtics Trek will allow fans to earn exciting prizes and show their Celtics Pride in a fun and engaging way."

The development comes on the heels of Scvngr's Halloween campaign announcement last week with music and youth clothing brand Hot Topic. The Industry, CA-based retailer's 688 locations are running a photo contest on the location-based platform where Scvngr users can earn three points by submitting the following types of pictures:

- showing them trying on a costume in a store
- knickknack products seen in Hot Topic locations
- store merchandise that includes a band's lyric in the photo caption

One point earns the user 10 percent off one item; therefore, one of the above types of photos will equal a 10 percent discount on three possible products. Additionally, 10 points will result in free candy, and earners of 25 points will get $10 off their purchase.

"Hot Topic sells a lot of low-cost buttons and knickknacks in its stores," a Scvngr spokesperson explained. "So, that's why the $10 off is the [highest reward]."

 

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...
    • Internet Marketing Specialist
      Internet Marketing Specialist (InteractRV) - DallasInternet Marketing Specialist InteractRV - Anywhere Telecommute, USA SEM | SEO | Content Creator...
    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...