|
Click the image above to check out the Bucks Best Brat summary video!
Dear Faithful Readers,
It is hard to pick a time of the year that is better for sports than right now. I mean we have the NFL and NCAA Football in full swing, Game 7 of the World Series tonight, and NBA season is starting, for a sports nerd (like myself) October is great.
In the spirit of the NBA season tipping off we are featuring the Milwaukee Bucks and a great promotion that they did last year. Not only was it wildly successful for the Bucks, but it helped two partners expand their business.
A lot of action is happening here at the NSF, including the ADchievement and SAMMY awards programs, which are currently accepting submissions. Did you know that both Giants and the Royals compete in both award programs every year? You may not be able to beat them on the diamond so why not try and beat them at the NSF!
Enjoy the read,
Ryan Heidrich
P.S. - Want even more revenue generating ideas? Follow @NatlSportsForum on Twitter to get more helpful insights on #sportsbiz, #sponsorship and more!
PROGRAM TITLE
Milwaukee Bucks: Bucks Best Brat
|
 |
OBJECTIVES
The Milwaukee Bucks wanted to get fans further engaged with their brand, specifically with a digital focus. They looked to create a digital feature that fans would be excited to participate in and follow. The Bucks decided to start an online promotional contest, “Bucks Best Brat” to increase fan engagement during the springtime grilling season. This contest would incorporate major Bucks partners, which would also increase their partner’s brand recognition. The Bucks believe this online promotional contest will support their goals and make a major impact on the team’s, as well as partner’s, brand recognition.
PROGRAM DESCRIPTION
The Bucks created a social media campaign, “Bucks Best Brat,” which ran from March 5-19, 2014. Fans could submit their recipes for the contest online at bucks.com/bestbrat. Fans were also encouraged to share their culinary creation using the hashtag “#bucksbestbrat.” Once all entries were submitted, fans could vote online for the best brat. The promotion included team sponsors Usinger’s Famous Sausage and Pick ‘n Save stores.
Over 150 entries were generated for this contest and were narrowed down to five finalists. Each of the five finalists received two tickets to a Bucks game, a $50 gift card from Usinger’s and a $100 gift card from Pick ‘n Save. Usinger’s products were featured in the finalists’ recipes and were showcased at Pick ‘n Save stores, including Pick ‘n Save’s weekly circular and in-store product taste testing. The five finalists sampled their creations at their local Pick 'n Save locations.
Fans were invited to vote online for their favorite brat amongst the five finalists at Bucks.com/bestbrat. The winning fan’s brat was sold at the BMO Harris Bradley Center on April 5, 2014 when the Milwaukee Bucks took on the Toronto Raptors. The winner also received four courtside tickets, dinner at the game, a personalized “Bucks Best Brat” jersey, a year’s supply of Usinger’s brats, a $200 gift card from Pick ‘n Save, and was honored on court at the game.
The contest-winning recipe: A grilled Usinger’s brat topped with Wisconsin beer cheese and bacon-infused sauerkraut.
|
 |
Click the image above to check out the Milwaukee Bucks' contest page!
PARTNERSHIP
The Bucks teamed up with Usinger’s Famous Sausage and Pick ‘n Save to make this contest happen as well as create an exciting fan experience. Usinger’s is a one of a kind, nationally recognized family business devoted to the craft of sausage making. Pick ‘n Save is the premier supermarket chain in the Wisconsin area. This partnership will continue to be beneficial to the Milwaukee Bucks brand.
RESULTS
The Bucks Best Brat contest was an excellent promotion because it was integrated, activated, measurable, and objective driven, which is what the Bucks desired. The Bucks wanted to integrate a creative and fun promotional contest with their fans to increase their entertainment value as well as expand their digital focus. Based on this contest, it was a clear success.
Vice President of Digital Platforms for the Milwaukee Bucks, Mike Grahl, states, “Bucks fans had a lot of fun with this promotion…and so did we. Usinger’s and Pick ‘n Save identified specific objectives and leveraged our digital assets to engage their target audience in a fun and creative way.” Ultimately, the promotional contest helped drive a 42 percent increase in bratwurst sales at Pick ‘n Save stores.
LOOKING AHEAD
The activation of the Bucks Best Brat contest was the first for the Milwaukee Bucks and has proven to be a success. The fans and organization enjoyed this contest, which is why the Bucks are in the works of bringing the contest back. One of the changes the Bucks are planning to implement into the next contest is to keep the winning brat longer in concession instead of having it for only one game. Moving forward into the next contest, the Bucks will continue their digital focus in expanding their social savvy audience. In the end, the Bucks Best Brat contest is an excellent idea to engage current fans, expand their audience, and increase brand recognition.
CONTACT
For more Information, contact:
Mike Grahl, Vice President Digital Platforms, Milwaukee Bucks
Jon Gabe, VP Marketing, Usinger's Famous Sausage
414.276.9100
Joe Wood, VP Marketing, Pick 'n Save
|
