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"STICKY" COURTSIDE CONNECTION SITE STICKS WITH LAKERS FANS
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Lakers provide increased value for season ticket holders and fans across the world with a FREE interactive destination.
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CONTACT
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Advertisement
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Nick Kioski
Director, New Media & Technology
Los Angeles Lakers
[email protected]
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ORGANIZATION
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Los Angeles Lakers
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PROGRAM TITLE
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Lakers Courtside Connection (LCC)
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OBJECTIVES
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Locking in a strong season ticket base is a necessary goal for any team or organization. With this comes the perceived value of being a valued season ticket holder. Most would also agree that a strong database is an essential asset for any marketing or promotional effort. Realizing this, the Los Angeles Lakers saw an opportunity for some serious fast-break points when implementing their “Lakers Courtside Connection” (LCC). The groundwork for the web-based program trails back to 2004, following the departure of Shaquille O’Neal. With the trade of the former Lakers star, the team knew they would need to be more proactive in their marketing efforts with season seat holders. The LCC provides a great way to gather names for the team’s database, while also increasing non-game value for Lakers fans.
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Lakers Courtside Connection subscribers aren't the only ones who are smiling
-Kobe Bryant and Pau Gasol listen to Coach Phil Jackson during a Lakers timeout
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PROGRAM DESCRIPTION
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The LCC is an in-depth, interactive destination where Laker fans around the world can access premium content. Found on the Lakers website, lakers.com, the LCC has a wide array of features for fans to enjoy:
• “On The LCC” gives users an update of the newest elements in the LCC, currently it highlights the screensaver of their favorite Lakers
• “Jeanie’s Journal” is written by Lakers President Jeanie Buss, and gives users an in-depth look into what is happening around the organization
• Trivia and fantasy contests put user knowledge to the test
• A “Scouting Report” section gives fans an analysis and look of what strategies the Lakers must take against their opponents
In order to give greater non-game value to season seat holders, LCC contains components available to those who hold season tickets, such as “The Scoop” and a “Coaches Corner”. This tiered access gives ONLY season seat holders a chance to receive team news directly from the Lakers coaching staff. Members of the LCC can edit their profiles to their specifications, having the option to receive email notifications when the content on the website changes. Other interesting features on the LCC include an exclusive team merchandise store and a ticket exchange option for fans to either sell or buy tickets from current season seat holders.
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Fans receive exclusive Lakers screensavers, read Jeanie's Journal, or enter contests
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MEDIA
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Primarily, the LCC is displayed on the team’s home website, lakers.com, but has also been advertised through email and in-arena announcements.
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PARTNERS
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When creating the LCC, the Lakers partnered with SeaBridge Inc, a technology company that provides customers a turnkey software application that nests in established web sites of professional sports leagues, teams, athletes and venues. SeaBridge has partnered with other teams, including the Utah Jazz and the Sacramento River Cats and will soon be joined by others from the English Premier League. Please visit www.seabridgeinc.com for more information.
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RESULTS
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The main focus for the LCC was not to increase ticket sales or merchandise, but rather to add value to season ticket holders and grow the registered user base. The results for the team’s database have been excellent. The registration for the Lakers’ e-newsletter subscription has increased an astonishing 33% from a year ago. Additionally, time on the LCC has increased almost 10 minutes per session. “The LCC has been invaluable as a sticky site to gather names for our database to leverage the success and subsequent popularity of the team this season,” said Nick Kioski, Director of New Media and Technology for the Lakers.
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Fans can download exclusive pictures and screensavers of their favorite Laker
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LOOKING AHEAD
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With the success of the LCC thus far, the team will continue to create content relevant to the current team and Laker themed fan interaction on the site. Fans are encouraged to check back for updates throughout the off-season and during the upcoming NBA season.
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ABOUT THE NATIONAL SPORTS FORUM
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THE NSF SALUTES OUR
PARTNER
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For over 13 years, The National Sports Forum has been the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2009 NSF Conference and Trade Show will be held January 26-28, 2009 at the Renaissance Glendale Hotel and Spa in Greater Phoenix. Additionally, hundreds of NSF attendees and vendors rely on the NSF "Inner Circle" Membership Program as their key resource for up-to-date and accurate information about what's going on in the sports industry. Visit www.sports-forum.com or contact The National Sports Forum at (619) 469-4101.
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To learn more about BusBank
click on the logo above.
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THE NATIONAL SPORTS FORUM
7290 NAVAJO ROAD, SUITE 204 | SAN DIEGO, CA 92119
P: (619)469-4101 F: (619)469-4007
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