LSU Athletics NACMA Awards Entry Electronic Promotion Goal: The goal of our electronic promotion at LSU was to drive sales and awareness of Lady Tiger basketball. The chief metric in deciding if our goal of increased sales was with the number of mini plans sold. Solution: To get both fans and those who were not yet fans of Lady Tiger Basketball excited about the season and team, we created the microsite JumpOnTheVanWagon.com. The name came from a play on head coach Van Chancellor s first name and the term bandwagon. The main page featured a high energy video along with the various ticket options, with the mini plans prominently featured. Also on the main page was link to a promotional schedule for the season, a schedule of team appearances throughout the community and a fan feedback form. There were also links to the team s various social media outlets. The centerpiece of the microsite was a photo sharing program called Crowd Cameo where fans could e mail in their pictures of the game from either their mobile phones or computers. Fans can then vote on which photos they liked the best and also upload their pictures to their Facebook accounts using Facebook Connect. The pictures submitted by the fans can also be run on the videoboards in the arena once approved by the Crowd Cameo administrators. This was effective because fans enjoyed seeing themselves on the videoboards in the arena and those at home could see what they were missing by not being at the game when they clicked through the catalogued photos. The microsite and Crowd Cameo program was developed by Row27 Studios and can be viewed by visiting JumpOnTheVanWagon.com. The microsite was designed to be spread virally as there was a toolbar to post the site to an individual s Facebook, MySpace or Twitter page or through e mail. As previously stated, interfacing with Facebook Connect added to viral exposure. Results: The success of JumpOnTheVanWagon.com heavily depended on how well it was promoted. To drive traffic to the website, many steps were taken to make sure that the LSU fan base and Baton Rouge community knew the URL. The most effective promotional tool was the Van Wagon, a passenger van leased to LSU Athletics by Chevy, the official vehicle sponsor of Lady Tiger Basketball. The van was then wrapped with a vehicle wrap depicting images of Coach Van Chancellor, Final Four trophies, elements of the year s marketing campaign and very clearly across the sides, back and front the URL JumpOnTheVanWagon.com. This van would be used to transport players and coaches to community appearances as well as any errands the marketing staff had throughout Baton Rouge.
Any promotional shirts that were produced had JumpOnTheVanWagon.com across the back. A heavy emphasis of the advertising was put on electronic channels which would funnel people to JumpOnTheVanWagon.com. At every on campus athletic event, JumpOnTheVanWagon.com was featured on the videoboard. It was featured in radio and television broadcasts, on LSUsports.net, the Lady Tiger media guide and all LSU Athletics social media outlets. Bumper stickers were also printed and distributed whenever possible. A large increase in mini plan ticket packages occurred since the launch of JumpOnTheVanWagon.com as opposed to the previous season s sales. Last season, a total of 66 SEC Plans were sold, resulting in 462 tickets sold and revenue of $2,772.00. The SEC Package contained tickets for all seven SEC home games last year. This season, 104 Mini Van Plans were sold, yielding 312 tickets sold and $1,040.00 in revenue. The Mini Van Plan gave the customer the choice of tickets to any three games in November or December for $10. A total of 386 Three Point Play packages were sold which resulted in 1,158 tickets sold and $9,264.00 in revenue. The Three Point Play Package included tickets to each of the home games versus Tennessee, Vanderbilt and Mississippi State. The success of JumpOnTheVanWagon.com can be seen in the increase in mini plans sold and revenue that was created. Package Season Number Sold Tickets Sold Revenue SEC Package 2008-09 66 462 $2,772.00 Mini Van Plan 2009-10 104 312 $1,040.00 Three Point Play 2009-10 386 1158 $9,264.00 Total New Revenue: $7,532.00 A total of $7,532.00 was created in new revenue from the sales of mini plans and the execution of this electronic promotion. Click here to visit JumpOnTheVanWagon.com Click here to visit Crowd Cameo
JumpOnTheVanWagon.com Main Page
Crowd Cameo
Promotional T Shirt
The Van Wagon Bumper Sticker