Chivas USA Sells Tickets With Interactive Online Campaign...
Tuesday, March 24, 2009 at 06:28PM 
Are you looking for a unique way to drive ticket sales? Are you looking to create an engaging online marketing tactic?
Naveed Siddiqui of Pinnacle Athletes recently passed on a tremendous interactive campaign that Chivas USA recently implemented to drive ticket sales. Chivas collaborated with Siddiqui's group at Pinnacle Athletes to create the "Chivas Keys to the Game", an engaging online campaign that mirrors the online viral campaign created by the University of Gonzaga athletics department. Chivas created incremental value out of the campaign by tying in one of its official partners, Frazee Paint.
To partake in the interactive viral piece, users are first asked to provide their name and telephone number (which is essential for the engagement part of the piece but might deter some people from choosing to participate).
Once the user information is submitted, viewers are shown a captivating clip of "keys to the game" which touches on everything from the team's performance to the fans to the ChivaGirls. The clip thenleads into a feature where the crew of announcers personally give users a call on their cell phone to pitch them a ticket package - it is definitely worth the time to watch and experience!
From a branding standpoint, the clip serves as a nice brand awareness play for Frazee Paint (although it doesn't do much from a sales driving/product attribute education standpoint). But overall, the feature is terrific and is one of the most captivating campaigns created in the MLS space to date.
For more information on the campaign , please reach out to Alex Gallegos, Director of Marketing for Chivas USA at AGallegos@cdchivasusa.com.
Check back for more creative campaigns!
