SBD/September 29, 2010/Marketing and Sponsorhip

Seahawks, Partners Tie Free Giveaways To Statistics From Games

Alaska Airways Promotion One Of Many Tied To Seahawks Stats
The Seahawks and their marketing partners are "attaching game statistics to free giveaways," according to Darren Rovell of CNBC.com. Following the team's 27-20 win Sunday over the Chargers, fans were able to "show their ticket at a local 7-Eleven to redeem a free small slurpee ($1.09) and a 3.5 oz bag of Oberto beef jerky ($4.99)" because the Seahawks scored a touchdown in the red zone. Also, since the team "scored three touchdowns and won (topping for each touchdown and double that for a win) fans get six free toppings when they order a $9 large pizza at Papa John's." Any fan, even those who did not attend the game, "can redeem a free small stack of buttermilk pancakes from IHOP ($5.50)" since the team scored more than 21 points, and IHOP "has a printable coupon on the Seahawks web site." Additionally, the Seahawks had more than three sacks, "so fans can redeem a Jumbo Jack burger from Jack In The Box (99 cents)," and they had more than 100 yards passing, "so that's a free doughnut at local sponsor Top Pot ($2.00)." Xbox also "gives 25 free yearly subscriptions to fans when there is a kickoff for a touchdown," and a fan "won two Alaska Airlines tickets from Seattle to Hawaii (a value of $648) because the Seahawks scored within the final two minutes of the half/game." Rovell wrote the "lesson here for sponsors and teams is that just because there's a sponsorship deal doesn't mean that fans care about the deal." It pays to "give something away for free" because it "doesn't really cost the sponsor much." The retail value of the giveaways "could reach $1.5 million" for the Chargers game, but the "actual value is much less" (CNBC.com, 9/28).
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