National Basketball Association franchise the Orlando Magic used an unusual mailer to stand out in consumers’ mailboxes in a recent direct mail campaign. The team worked with ShipShapes, a turnkey creative direct mail company, to create a mailer to promote season ticket sales.
Objective:
The Magic’s goal was to create excitement for the 2010 opening of its new home arena and drive season ticket sales for its first season there.
Strategy:
ShipShapes created a direct mailer featuring a removable decal of Orlando Magic All-Star Dwight Howard. The mail piece promoted special season ticket sections and offered basketballs autographed by Howard to the first 10 season ticket purchasers, according to Tiffany Narwick, vice president of new business development at ShipShape.
The team instructed other consumers who responded to the mailer and purchased season tickets to bring the decal to a game, where Howard autographed it. The team distributed about 10,000 mailers regionally.
Results:
The Magic is planning to repeat the campaign for upcoming season ticket sales, according to Narwick.
