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July 23, 2014 | Volume 12, Issue 28
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THE ARIZONA DIAMONDBACKS LIVEN UP THE NIGHT WITH ZOMBIE APOCALYPSE
The Diamondbacks expand their fanbase to the undead with new event: Zombie Night.
By: Rebecca Cave
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Click the image above to check out more of the Diamondbacks event nights!
Dear Faithful Readers,
Wow, is summer sure flying by! Hope everyone has been getting some time to enjoy it.
This “Selling It…” feature we bring you a great idea coming out of a place that is very hot this time of the year, Arizona! The Diamondbacks attracted a ton of new fans to their stadium and as you can see from the results section it definitely paid off.
It is this out of the box thinking that we are starting to see more and more off. Getting new fans to the stadium or arena is a big task, but getting them to come back is even tougher. The Diamondbacks did a great job of this. I believe that every team can learn something from this type of story, which is why we enjoyed it so much here at the National Sports Forum.
Hope you enjoy the read.
Ryan
P.S. - Speaking of ticket sales, we had our first Webinar this morning. Click here if you would like to listen to the recording.
PROGRAM TITLE
Arizona Diamondbacks: Zombie Night
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OBJECTIVES
Every fan loves a giveaway. But what happens when your giveaway not only attracts fans, but people who have never even been to a game? The result: sold out promotions. The Arizona Diamondbacks used their Zombie Night event to appeal to zombie fans, expanding their fan base to people who had never been to a D-backs game. By creating a promotion that focuses so heavily on such a popular topic in modern entertainment, the D-backs were able to do what so many teams strive to: bring in people who have never been to a game, and make them a fan.
PROGRAM DESCRIPTION
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The D-backs event night began with ticket packages that included the promotional item, a Zombie Apocalypse Survival Kit. This survival kit contained a drawstring bag, t-shirt, and mini bat, and was made available exclusively to purchasers of the ticket package and season ticket holders. Fans were encouraged to become one of the walking dead, sporting the most terrifying of wardrobes with severed limbs and more gore than the usual baseball stadium would see. Purchasers of the package were invited to walk the warning track before the game, getting into full character while “Monster Mash” echoed in the background.
Although the purchase of the ticket package had serious perks, the D-backs wanted to encourage every fan to get into their ghostly spirit. All fans in attendance were invited to walk through a haunted maze behind the centerfield scoreboard, equipped with a face painting area to help every fan become part of the zombie apocalypse. Prizes were given away throughout the game as well, all themed after the series “The Walking Dead” on AMC. However, the inclusion of just fans was not enough for the D-backs. Baxter the Bobcat, the D-backs mascot, doubled as a zombie-hunter, making sure the younger fans knew the fright was all in good fun. The team even went as far as to “zombify” all of the players headshots as they came up to bat throughout the game.
The D-backs cater to mostly families and although the promotion is fun, it can be scary to some small children. Therefore, in order to make sure all fans can enjoy Zombie Night or just enjoy a baseball game, the team informed fans at the gates with signage indicating that it was Zombie Night to warn parents that some kids might be frightened due to costumes and graphics they see that night.
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Click above to go to the Diamondbacks website!
PARTNERSHIP
The D-backs partnered up with COX Communication, the producers of AMC’s “The Walking Dead,” to round out the event night with prize giveaways themed after the popular series. The D-backs also hope to form more partnerships for more event nights like this one, to create even better experiences for fans.
RESULTS
The results from this event night were even better than the D-backs expected. The team sold more than 1,100 ticket packages, and brought in a solid amount of revenue from this promotional event. However, the biggest reward for the D-backs was the large number of fans that attended who had never even been to the stadium before. This mass amount of fan outreach not only benefits the D-backs for the event night, but brings in a whole new fan base they had never been able to reach. When surveyed, many of the fans that purchased the ticket package said they would come to another game, purely based on the positive experience they had at Zombie Night.
LOOKING AHEAD
With such a positive response to this event night, the D-backs are looking forward to expanding and making this event even larger. The team is following up with those who attended Zombie Night, marketing their August 2nd giveaway, a D-backs Zombie Bobblehead . At this giveaway, the first 20,000 fans in attendance will be given a bobblehead. The D-backs are looking forward to bringing back the first-time fans that attended Zombie Night.
CONTACT
For more Information, contact:
Katie Krause, Manager Corporate Communications, Arizona Diamondbacks
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