A ballpark sweepstakes collected 40,864 entries for Jerome’s
Jerome’s Furniture put its recliners in the stands at Petco Park and Angel Stadium and gave fans the chance to watch a game from them. “Best Seat In The House” ran from April to August 2021 across the Padres and Angels partnerships, with email, social, text-to-enter and ballpark media all driving entries.
Entry counts from the campaign’s entry and matchback file, April 13 – August 9, 2021.
Put the product in the best seat
Furniture is hard to make exciting in a stadium. Instead of a logo on a sign, Jerome’s put real recliners in the ballpark and made sitting in them the prize: four tickets with complimentary food, drinks and parking, watched from Jerome’s recliners.
Every touchpoint pointed to one action: enter at jeromes.com or text PADRES or ANGELS to 38182. Each entry added a fan to Jerome’s email list.
One prize, every channel
Text-to-enter for fans in the stands
Short codes (text PADRES or ANGELS to 38182) let fans enter from their seats during games.
Email that kept the giveaway going all season
Recurring e-blasts announced winners, pushed the next game and paired the sweepstakes with in-store offers like a free beach chair.
User content from winners
Winners posted from the recliners with #BestSeatInTheHouse, giving Jerome’s real fan photos for social.
Ballpark and display media
In-stadium and web banners in team colors carried the same entry call to action.
Make the prize the product
Every entry is a subscriber
40,223 unique emails from one promotion, captured with permission and tagged by team.
Show the experience
The creative led with fans in the recliners at the ballpark, so the furniture was part of the prize instead of the pitch.
Two teams, two audiences
The Padres drove 73% of entries in Jerome’s home market, while the Angels opened up the Los Angeles audience.
Source: Best Seat In The House entry and matchback file (entries dated April 13 – August 9, 2021). Revenue matchback figures in the file are not used. Creative from the campaign’s email, social and display files.
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