April 14, 2004

Volume 3, Issue 6

Kings Score with "Slapshot"

Los Angeles Kings

generate $150k in ticket sales with cross-promotion

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Contact: Christine Fleming, Manager of Corporate Sales; [email protected],  213-763-7739

Program Title: “Slapshot” Pak Double DVD Give Away

Team: Los Angeles Kings

Objective: There were two main objectives of this promotion;

                    * To increase ticket sales

                    * To Promote the "Slapshot" double DVD pack

Program Description: In the classic hockey movie, “Slapshot,” the Charlestown Chiefs always seemed to fill the penalty box; 27 years later, the Los Angeles Kings used that movie to fill their arena! They did this with their new promotion called the “Slapshot Pak”…

Perfect for a true hockey fan, these ticket packs started at $98 and included a  double DVD of the classic movies “Slapshot” staring Paul Newman and of course the infamous Hanson brothers, as well as "Slapshot 2". The “Pak” also included tickets to three of the Kings' most exciting games of the year against teams such as the Mighty Ducks, Red Wings, Flames, Stars, Sharks and Avalanche.

To top it off, purchasers of these tickets also received a VIP reception with the stars of the movie, the Hanson brothers, on the City View terrace atop STAPLES Center.

Media: Media was a key component in making this promotion a huge success. Over $75,000 worth of promotional media was spent over the three months. Mediums used included:

      * In-game TV and radio drop-ins      * Newspaper

      * TV spots                                    * In-arena PA spots and trailers

      * Radio                                         * Freeway marquee

      * Direct Mail                                  * Website promotion

      * Postcards                                   * eNews notes

Partner: The Kings were able to form a strategic alliance with Universal Studios to add extra incentives to this promotion. Two thousand Slapshot DVDs were provided by Universal in exchange for being tagged on $75,000 worth of promotional media. Actors from the movie even appeared for a ceremonial puck drop. This partnership provided both parties with a great opportunity to boost sales.  

Results: The Kings were very pleased with their results, selling over 800 packages, totaling $150,000 in incremental ticket revenue. The initiative accomplished both objectives - it surpassed the expected ticket sales goal as well as helped promote Universal’s “Slapshot” DVD. 

Looking Ahead: The Kings hope to continue their relationship with the movie industry by having year round partnerships with the studios. They feel this alliance with the movie industry provides a great avenue to get their message across to the right audience. This new partnership seems to provide a win-win for both entities.

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