AT&T has signed on this month to be title sponsor of
the Mariners Fan Phone, a toll-free interactive phone line
that provides team news and other features. Mariners Dir of
Regional Marketing David Venneri: "Our goal is to create
loyal, better-connected fans who will support us through
peaks and valleys in our record." The Fan Phone has
averaged 1,300 calls a day during the season, with 10,000
calls recorded last week alone. The team supported the
September '96 Fan Phone launch with newspaper ads in
Vancouver and Victoria, BC; Boise; Portland; and other
Pacific Northwest cities, and has since registered calls
from all 50 states and every Canadian province. The Fan
Phone continues to be supported by broadcast drop-ins and
public announcement mentions during games (THE DAILY).
REVENUE CATALYST: Since the line was installed in
September, the Mariners have captured the names and
addresses of 15,000 callers in their database, 90% of whom
are new entries. AT&T, whose AT&T Wireless sponsors the
Mariners' "AT&T Home Runs That Help" program, covers the
entire cost of the toll-free line and database computer
system. Venneri added, "We're also able to connect fans to
revenue generating opportunities for the ballclub," as the
team offers direct transfers to Ticketmaster, merchandise
offers, Fan Club and Junior Mariners Club registration and
Fantasy Camp information through the Fan Phone (THE DAILY).
