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New fan loyalty system helps increase attendance at George Mason Basketball games
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 Contact: Andy Ruge, Assistant Athletic Director, George Mason University, (703) 993-3271, [email protected]; Bob Bartholomew, Director of Sales, Smart Button, [email protected], (770) 683-4900
Team: George Mason University Patriots
Program Title: Patriots Rewards
Objectives:
George Mason had the following objectives for this program:
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Increase Patriots Rewards Fan Base
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Increase admissions/attendance at GMU games
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Increase usage of Patriots Rewards Card at games
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Develop better understanding of fan base
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Acquire fan information for sponsor use
Program Description: Players weren’t the only ones who scored points at George Mason University basketball games last season…fans got into the action too by utilizing the Patriots Rewards Program!
The Patriots Rewards Program offers fans bonus points for attending each home game and instant rewards for answering brief survey questions at kiosk locations throughout the Patriot Center. Fans can either use the bonus points immediately in exchange for small prizes or accumulate them over the course of the season for a large prize. For example, one point can be redeemed for a free hot dog at the concession stand and 12 points (the highest total possible) gets fans a free dinner with the head coach. The instant rewards include free burgers or entrees at a local restaurant and tickets to the movies or shows at the Center for the Arts at GMU.
The offers fans bonus points for attending each home game and instant rewards for answering brief survey questions at kiosk locations throughout the Patriot Center. Fans can either use the bonus points immediately in exchange for small prizes or accumulate them over the course of the season for a large prize. For example, one point can be redeemed for a free hot dog at the concession stand and 12 points (the highest total possible) gets fans a free dinner with the head coach. The instant rewards include free burgers or entrees at a local restaurant and tickets to the movies or shows at the Center for the Arts at GMU.
The offers fans bonus points for attending each home game and instant rewards for answering brief survey questions at kiosk locations throughout the Patriot Center. Fans can either use the bonus points immediately in exchange for small prizes or accumulate them over the course of the season for a large prize. For example, one point can be redeemed for a free hot dog at the concession stand and 12 points (the highest total possible) gets fans a free dinner with the head coach. The instant rewards include free burgers or entrees at a local restaurant and tickets to the movies or shows at the Center for the Arts at GMU.
All fans have to do to get a Patriots Rewards Card is stop by the information center at the Patriot Center and fill out a brief application. Once the application is complete, the Patriot fan is handed their Rewards Card on the spot.
Media: GMU relied on game day program ads, PA announcements and word-of-mouth to promote the Patriots Rewards program.
 Partner: With the drastic increase in Patriots Rewards membership and the surveys that accompany the applications, George Mason called upon Smart Button to help them to build their fan loyalty program. Smart Button implemented their SportTrak program to effectively support the Patriots Rewards Program and enable George Mason University to increase its fan database and also track and influence fan attendance and behavior.
The offers fans bonus points for attending each home game and instant rewards for answering brief survey questions at kiosk locations throughout the Patriot Center. Fans can either use the bonus points immediately in exchange for small prizes or accumulate them over the course of the season for a large prize. For example, one point can be redeemed for a free hot dog at the concession stand and 12 points (the highest total possible) gets fans a free dinner with the head coach. The instant rewards include free burgers or entrees at a local restaurant and tickets to the movies or shows at the Center for the Arts at GMU. The offers fans bonus points for attending each home game and instant rewards for answering brief survey questions at kiosk locations throughout the Patriot Center. Fans can either use the bonus points immediately in exchange for small prizes or accumulate them over the course of the season for a large prize. For example, one point can be redeemed for a free hot dog at the concession stand and 12 points (the highest total possible) gets fans a free dinner with the head coach. The instant rewards include free burgers or entrees at a local restaurant and tickets to the movies or shows at the Center for the Arts at GMU.
The offers fans bonus points for attending each home game and instant rewards for answering brief survey questions at kiosk locations throughout the Patriot Center. Fans can either use the bonus points immediately in exchange for small prizes or accumulate them over the course of the season for a large prize. For example, one point can be redeemed for a free hot dog at the concession stand and 12 points (the highest total possible) gets fans a free dinner with the head coach. The instant rewards include free burgers or entrees at a local restaurant and tickets to the movies or shows at the Center for the Arts at GMU.
Results: The Patriots Rewards Program provided a huge boost to GMU Basketball! GMU was able to increase the number of Patriots Rewards Club members by 49% and increase card usage by a whopping 121%!
Looking Ahead:
With the tremendous success of last season's Patriots Rewards Program, George Mason University is not only planning on doing the same program next season for its basketball games, but they're also planning on implementing the same system for other highly attended sports in the future.
The offers fans bonus points for attending each home game and instant rewards for answering brief survey questions at kiosk locations throughout the Patriot Center. Fans can either use the bonus points immediately in exchange for small prizes or accumulate them over the course of the season for a large prize. For example, one point can be redeemed for a free hot dog at the concession stand and 12 points (the highest total possible) gets fans a free dinner with the head coach. The instant rewards include free burgers or entrees at a local restaurant and tickets to the movies or shows at the Center for the Arts at GMU. The offers fans bonus points for attending each home game and instant rewards for answering brief survey questions at kiosk locations throughout the Patriot Center. Fans can either use the bonus points immediately in exchange for small prizes or accumulate them over the course of the season for a large prize. For example, one point can be redeemed for a free hot dog at the concession stand and 12 points (the highest total possible) gets fans a free dinner with the head coach. The instant rewards include free burgers or entrees at a local restaurant and tickets to the movies or shows at the Center for the Arts at GMU. The offers fans bonus points for attending each home game and instant rewards for answering brief survey questions at kiosk locations throughout the Patriot Center. Fans can either use the bonus points immediately in exchange for small prizes or accumulate them over the course of the season for a large prize. For example, one point can be redeemed for a free hot dog at the concession stand and 12 points (the highest total possible) gets fans a free dinner with the head coach. The instant rewards include free burgers or entrees at a local restaurant and tickets to the movies or shows at the Center for the Arts at GMU.
The offers fans bonus points for attending each home game and instant rewards for answering brief survey questions at kiosk locations throughout the Patriot Center. Fans can either use the bonus points immediately in exchange for small prizes or accumulate them over the course of the season for a large prize. For example, one point can be redeemed for a free hot dog at the concession stand and 12 points (the highest total possible) gets fans a free dinner with the head coach. The instant rewards include free burgers or entrees at a local restaurant and tickets to the movies or shows at the Center for the Arts at GMU. |
