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San Jose Sharks NHL Draft Activation – CASE STUDY

Collecting Accurate Data While Providing Engaging Experiences

Two fans in teal and black Sharks jerseys pose beneath a Marleau number 12 banner.
A smiling fan holds up a Sharks number 23 jersey beneath a giant shark mouth in a San Jose NHL Draft photo frame.

Overview

There are many ways to do digital marketing, however, are you marketing to your correct target market. This is the main mistake that people tend to make when it comes to digital marketing. You are marketing to individuals who are not your target market.

 
Doing free events are a great way to find out who your target market is. Potential customers love to attend free events and love to get free things. Sure you can always ask for their email and phone number prior to entering, however, what email and phone number do you think most people put down? Most will be their spare email and a random phone number just so they can enter the door.

 
The San Jose Sharks held a free NHL Draft night event for fans and future fans at the SAP Center. Fans who can received a free bobble head and also had the ability to purchase other Sharks item and gear. They also provided fans with fun activities such as shark riding, corn hole, live streaming of the 2023 NHL Draft and many more.

RESULTS

Produced over 400+ photos combined
Over 300+ Names, Email and Phone Number Gathered
Check out our instagram post regarding this event: https://www.instagram.com/p/CuXmu0joji2/

While both photo booths produced amazing photos that could easily be downloaded to their phones and could be instantly shared to their social media, what’s more important is that most fans would provide their name, email and phone number similar to the other booth after the photo release and marketing opt in question. Most people will provide their accurate information so the photo can be stored in their correct email and phone number instead of putting their spare email. By having accurate data, the San Jose Sharks can tailor their digital marketing to their correct target market and provide certain individuals who paid for Sharks gear other incentives to have them coming back. In addition, for the individuals who just attended the event, they can advertise to them other events that they would likely be interested in and hopefully have them purchase something as small as a t-shirt or hat.

Two fans in Sharks jerseys pose beneath a giant shark-mouth backdrop in a San Jose NHL Draft photo frame.
Three fans pose beneath the teeth of a giant shark-mouth backdrop in a San Jose Sharks NHL Draft photo frame.
Two fans hold a Sharks number 23 jersey beneath a giant shark-mouth backdrop in a San Jose NHL Draft photo frame.

Why the San Jose Sharks went with the Digital Photo Booth Option:

The San Jose Sharks decided to go with 2 different photo booth options, but the one goal in mind is to gather accurate data from their fans and potential future fans in a subtle fashion. First option was for fans who purchase additional gear during this free event. These fans who purchased any gear such as a hat, t-shirt, jersey, etc. received a ticket for the photo booth. This photo booth that had an amazing shark teeth background along with a life size cut out of the Sharks General Manager, Mike Grier, and Head Coach, David Quinn, which they can also hold up a custom Sharks jersey with the number 23.

Along with the print out, they were able to send the photo to themselves digitally after selecting if they agree to the photo release and marketing opt in. After that, they had to provide their name, email and phone number to be able to get their photo. The second photo booth did not print, however, it had the longest line since the photo was with the retired jersey of San Jose Sharks Legend, Patrick Marleau.

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