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.
As 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]."
Meet Your Favorite ClickZ Contributors
Many of ClickZ's leading expert contributors will be at ClickZ Live, the new online and digital marketing event kicking off in New York (March 31-April 3). Hear from the likes of: Jeremy Hull, Lisa Raehsler, Andrew Goodman, Bryan Eisenberg, Mathew Sweezey, Aaron Kahlow, Stephanie Miller, Simms Jenkins, Jeanne S. Jennings, Dave Hendricks and more!
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.
March 19, 2014