June 16, 2010 | Volume 9, Issue 2

Laura Castronovo
Director, Research & Strategic Marketing
New Jersey Nets
[email protected]
(201) 635-3101

New Jersey Nets

New Jersey Nets' Gowalla Night

The age of mobile marketing is upon us and the New Jersey Nets have implemented the first platform of geolocation to target a new audience. Geolocation, also known as location-based platforms, allows fans to "check in" via their mobile phone and depending on their specific location, engage in particular events. The Nets goal this season was to expand their digital incentives as well as partner with an emerging platform to introduce Nets basketball to a new demographic and provide a fantastic experience for the fans.

The Gowalla Night promotion distributed 250 pairs of virtual tickets using Gowalla's geolocation platform at targeted locations such as bars, gyms, and parks within a 75 miles radius of Izod Center, the Nets former arena. The Nets wanted to surprise people with a pair of virtual tickets for those who "checked in" at sports-themed or outdoor locations. Depending on their location, increase the likelihood of receiving the virtual tickets. Fans who received these tickets were able to redeem them for real tickets to a game against the Charlotte Bobcats. Upon arrival, fans were escorted to the Gowalla branded table where they were rewarded with t-shirts, stickers, and their tickets. During half time, an announcement was made and displayed on the jumbotron, reminding fans to "check in" for a chance to win one of several signed and unsigned Nets jerseys. Partnering with Gowalla allowed the Nets to integrate geolocation marketing into their strategic plan for their last game of the year.

The Nets strategy was for Gowalla users to discuss their experience on various social media outlets that would cause substantial buzz through word of mouth. Being the case, the Nets only put out a press release and posted on their blog. VaynerMedia also did some press outreach, posting several blogs covering the program.

Nets Fans Create Buzz for Gowalla Night on Twitter.

For guidance and education, the Nets partnered with Gowalla, a social geolocation platform that allows you to share your location with others and VaynerMedia, a digital branding agency specializing in social media.

After observing the success of the promotion, the Nets and VaynerMedia provided an in depth case study explaining the reasons why geolocation marketing platforms will be successful. The case study provided a unique hypotheses, the impact its platform has on social media, and a cost/benefit analysis of the geolocation platform campaign.

The Nets proved that geolocation can increase revenue, move consumers, and add value for their fans. For the game on April 12, 2010 verse the Charlotte Bobcats, the Nets were able to sell an additional 76 seats and 15.2% of Gowalla users who redeemed virtual tickets came to the game.

According to Nets Senior Director of Marketing, Joseph Stetson, " The program proved to be a success on many levels. It enabled us to reach a very desirable target of active mobile web and social media users. Most of these participants were enjoying Nets Basketball for this first time and we expect most of them to return again to hopefully become life long Nets fans."

Fans Express Their Experience on Many Social Media Platforms After the Game.

The Nets plan to continue their partnership with Gowalla to try and further develop the New Jersey Nets' Gowalla Night. According to Director of Research & Strategic Marketing for the Nets, Laura Castronovo, " the Nets feel that in the near future, sports teams will experiment with geolocation to increase revenue by selling merchandise, food and beverage, tickets, and parking. However, it is nice to know that the New Jersey Nets did it first!"

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