Arizona Coyotes “50/50 Raffle”Posted on January 24, 2018 by National Sports Forum | Selling It | SUBSCRIBE
COYOTES EXPAND 50/50 RAFFLE WITH LATEST PROMOTION
Team makes raffle tickets available for all Arizona residents to purchase online
By: Josh Kracoff
Dear Faithful Readers, With any competition-based promotion, the audience reach is extremely important to the results. Often times we have to get creative with how we’re reaching our audience and expanding to target new individuals.
This week we wanted to bring you a story on how a team increased their reach on a classic in-stadium promotion. The Arizona Coyotes expanded their 50/50 raffle statewide, increasing both fan engagement and Arizona Coyotes Foundation revenue.
Marketing & Communications Manager
The Coyotes’ 50/50 Raffle is a great example of taking a traditional promotion and expanding its reach via great partners (and the internet!). Congratulations to the Arizona Coyotes Foundation and their partner Gaming Nation. Visit www.sportsdigita.com to learn more about Sportsdigita.
Arizona Coyotes “50/50 Raffle”
The concept of a 50/50 Raffle is quite simple: during each home game, fans purchase raffle tickets in hopes of winning half of the money raised in raffle ticket sales, while the other half of the pot goes to the team’s charity foundation. However, due to the nature of the contest, only fans in attendance are typically able to participate because tickets are exclusively sold in-stadium. Recognizing that a majority of a team’s fanbase watched games from their homes, the Arizona Coyotes saw an opportunity to expand their reach and also increase fundraising for the Arizona Coyotes Foundation and its local non-profit partners. Thus, they added an important stipulation to the 50/50 Raffle: all residents in the state of Arizona could now purchase 50/50 Raffle tickets online, effectively opening the door to additional ticket sales and encouraging viewers at home to take part in donating to a worthy cause.
The Coyotes had found success with the traditional 50/50 Raffle being available at each of their home games during the season; however, when Gaming Nation, the team’s official provider of the raffle, presented the opportunity to expand to online sales, the team jumped at the chance to do so. From there, the Arizona Coyotes Foundation worked with Gaming Nation to set up the online platform and maximize convenience in order to incentivize fans to purchase their raffle tickets online. Tickets were made available for purchase on their website and would open online at 10 a.m., immediately following each home game, and would remain open until the start of the third period of the ensuing game. Tickets are available to any and all residents in the state of Arizona who were 18 years of age and older, and could be purchased in three different packages: 3 tickets for $5, 10 for $10, or 60 for $20.
At each home game in the arena, the Arizona Coyotes Foundation partnered with a local non-profit to sell raffle tickets throughout the game. While the winner is announced in the arena midway through the third period, the team also posts the winning ticket number online and on the Arizona Coyotes Foundation Twitter page to ensure that its fans watching from the comfort of their own homes could stay up-to-date with the raffle without having to be inside the stadium. Furthermore, to bring awareness to the new stipulation of the raffle, FOX Sports Arizona promotes the 50/50 Raffle during all home game broadcasts, directs fans how to purchase tickets online, updates the jackpot total, and announces the winning ticket number during its “Coyotes Live” postgame show. Through its efforts, the Coyotes found success in building awareness, drawing interest to its online platform and as a result, transformed the raffle into an engaging experience for fans both in the arena and at home.
The Arizona Coyotes partner with Gaming Nation, the official provider of the team’s 50/50 Raffle, to set up the online platform for fans to purchase their tickets. In addition, the Arizona Coyotes Foundation partners with local Arizona non-profits for each 50/50 Raffle. The non-profit assists in fundraising for the raffle in-stadium and takes home a portion of the proceeds raised that night.
Since making their 50/50 Raffle tickets available online, the Coyotes have reaped the benefits of a broader audience as evidenced by an increase in the amount of raffle tickets sold and total money raised for each raffle. As noted by Olivia Matos, Executive Director of the Arizona Coyotes Foundation, the Coyotes typically raise more than $1,000 in online ticket sales for each home game in addition to the money raised in-stadium, which can be primarily attributed to both a wider reach and an increase in convenience to purchase tickets online rather than at the arena.
Seeing that the online method of purchasing raffle tickets has resulted in such a positive outcome for the team, the Coyotes fully plan to keep the opportunity open for the foreseeable future. By expanding their reach to include not only the team’s fanbase, but the entire state of Arizona, the Coyotes have succeeded in raising awareness for charitable causes, engaging viewers at home in a new and exciting way, and inspiring other teams to do the same.
For more information, contact:
Olivia Matos, Executive Director of Arizona Coyotes Foundation/Director of Community Relations, Arizona Coyotes
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