Couponing on-site too often results in low redemption rates and unmet expectations. How can properties and sponsors work together to make this process more effective?
Well the Chicago Bears have devised a unique mechanism to enhance five (5) of their corporate partners' couponing distribution process. In 2007, the Chicago Bears created and introduced "The Playbook", a magazine portfolio that contains coupons from five (5) of the team's sponsors as well as the team's schedule and related information (IEG - 9.17.2007).
Coupons contained in "The Playbook" are activated by the Chicago Bears through video board promotions. As an example, McDonalds offers consumers a coupon for a "free cup of coffee" if the Bears score a touchdown during the first half. This interactive, yet collective approach to couponing has been well-received by the team's fans and has proven to be an effective measure to enhance the team's couponing distribution processes.
Other sponsors activating through "The Playbook" include: