July 7, 2004

Volume 3, Issue 12

Ducks Fans Flock Over New Promotion

Anaheim helps activate sponsorships with

Golden Ticket initiative

Super Summer Special Offer

Register and pay for the 2005 National Sports Forum by July 31st and receive OVER $700 in gifts.

Click here to learn more.

Contact:  Matt Savant, Marketing Manager, [email protected],  714-940-2828

Team: Mighty Ducks of Anaheim

Program Title: "Golden Ticket" Promotion

Objective: The Mighty Ducks of Anaheim had three main objectives with this program:

                    1) Drive incremental traffic to Del Taco locations

                    2) Increase circulation and sales of the Orange County Register

                    3) Generate excitement and goodwill with fans

Program Description: Move over Willie Wonka...because your not the only one using golden tickets to drive sales...so are the Mighty Ducks of Anaheim! What's more, the Ducks' "Golden Ticket" promotion is also activating two of their corporate partners' sponsorships, creating a  win-win-win situation. This four-week long promotion featured the Orange County Register and Del Taco, and the initiative worked like this...

Each morning during the program the first 100 Del Taco customers who purchased a breakfast combo meal received a complimentary copy of the Orange County Register. With each copy of the newspaper, there was a chance that a golden ticket would be tucked inside the newspaper. Each person that had a golden ticket in their newspaper would instantly win tickets to a Mighty Ducks home game.

All told, Orange County residents had the opportunity to win one of 500 pairs of selected home games last season. And one lucky Ducks fan won the most sought after prize of this promotion -- a pair of 2004-2005 Mighty Ducks season tickets! But no one went home empty handed, as each newspaper had one of four collectible Mighty Ducks player posters featuring Jean-Sebastien Giguere, Keith Carney, Steve Rucchin, and Rob Niedermayer.

Media: The promotion was supported with local radio spots as well as drop-ins during the Mighty Ducks’ radio broadcasts. Also, Del Taco restaurants promoted the initiative with in-store danglers, door decals, tray liners and drive-thru speaker wraps.

Results: As a result of this unique promotion, each of the partners experienced positive results. The Orange County Register had a significant increase in circulation as each of the participating Del Taco stores purchased approximately 100 newspapers per weekday during the program. Del Taco Restaurants realized a substantial increase in traffic at their stores, which resulted in incremental breakfast sales. And finally, the Mighty Ducks successfully created a fun and exciting program that received positive press from not only the local newspapers, but also from the Orange County and Los Angeles Business Journals...not to mention the promotion exposed their product to people that might not otherwise go to a game.

Looking Ahead: After positive results from last season's initiative, the Ducks, Del Taco and the Orange County Register are currently in talks now about doing a similar promotion next season.

SELLING IT... Subscription Drive
(if you're not already a subscriber, please read)

You are receiving the second of three editions of SELLING IT..., a FREE, bi-weekly e-zine dedicated to showcasing the sports industry's best sales/marketing practices.

You will only receive one more editions of this publication unless you subscribe. Click here to subscribe...it's FREE.

SELLING IT... is brought to you by the National Sports Forum.

Click the above logo for more information on The National Sports Forum

The National Sports Forum

8419 La Mesa Blvd.

Suite B

La Mesa, CA 91941

619.469.4101