The Detroit Red Wings are developing a digital strategy to increase ticket sales and revenue. Their target audience is men ages 18-40 in the Michigan area. Their big idea is a promotional "End the Lockout" event offering free admission, discounts on season tickets and concessions, and raffles. Their tools include a YouTube video, Facebook event, Twitter, Instagram, Google Adwords, and a microsite. Their two month campaign budget is $77,200, with the largest cost for staffing the event.

1. Detroit Red Wings
DIGITAL STRATEGY
Presented By: Scott Berlin

2. Background Information
• Home Stadium: Joe Louis
Arena
• Most Stanley Cup
Championships of any US
based team
• Made playoffs 21 straight
seasons
• Struggling with regular
season attendance in recent
years

3. Target Audience
 Men
 Ages 18-40
 Michigan Area
 Big range?
 Mass appeal
 Couples and families
 Bigger target = More sales

4. KPI
 Increased ticket sale
 Increased revenue from
concessions
 25% increase between
the two will be
considered very
successful

5. Big Idea!
 “End the Lockout” Promotional
Event
 Free admission, Amazing
discounts
 50% off Season Tickets
 Raffles
 Discounted group-rates
 Concession discounts

6. Tools and Tactics
 Promotion of the “End the Lockout” Event
 YouTube Video with star players
 Facebook Event
 #EndtheLockout
 Twitter
 Instagram
 Google AdWords
 Micro-site

7. TwitterPresence
 Twitter will be a huge part of generating a “buzz” for
our main event
 Official Red Wings Twitter Account
 Tweet-for-Discounts
 Daily Countdown
 #EndtheLockout

8. Instagram
 Powerful tool allowing users to share pictures have
taken
 Capture images of the “End the Lockout” event
 Share pictures to earn additional discounts
 Lockout Picture of the Week
 #EndtheLockout

9. Budget
 Due to the geographical size of our promotion we were
able to minimize some costs
 The campaign will run for two months ending a week
after the “End the Lockout” event
 Largest cost is associated with staffing the event itself
 Great value on Google Adwords
 Approx. 120 Clicks/Day x 60 days
 $7,200 total

10. Budget Breakdown
 Total Budgeted Cost = $77,200
Social Media
Organization & Video
$25,000
$30,000 Google AdWords
Micro-Site Creation
$7,200
End the Lockout Event
$15,000