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Brewers Try Viral Marketing

This is the time of year when it is often hard to sell baseball tickets. School is not yet out so kids often can't go to night games. The weather is often uncooperative, especially in northern cities and the pennant races are a just a distant dream of September. It's the time to try out new promotions and still try to sell season ticket packages.

The Milwaukee Brewers, unexpectedly sitting in last place in the NL Central, are trying a new approach to selling tickets. They are trying a form of viral marketing, using their season ticket holders. An email was sent out to the season ticket holders asking them to forward the email on to their friends. The recipients would be given an offer to purchase tickets to a series with the Dodgers and receive tickets to a series with the white hot Diamondbacks. The original season ticket holder would get club level seats to a D-back game if one of the people to whom they forwarded the email actually bought tickets.

What a great idea! I'll be very interested in hearing how the promotion turns out. If anyone is in Milwaukee, please let me know what you hear. The Brewers believe that no one else in MLB had tried it before and I have not heard of anyone else in one of the four or five majors (MLS included) having done so. It's a little bit hard for me to believe but so be it. The Brewers choice of the Diamondbacks as the giveaway is a little suspect as I think the D-backs probably would have been a big draw on their own the way they have been playing, but I guess the promotion was dreamed up before the D-backs got hot.

Full post as published by Sports Biz on May 19, 2008 (boomark / email).