Integrating payment systems and identifying a sales process designed to provide data collection opportunities was key to successfully delivering measurable business outcomes for Disney.
Data collected from different touchpoints in the offer provided the ability to track things such as Disney Annual Pass renewal rates while also measuring the success of marketing campaigns promoting the offer and optimizing the assets utilized. The Magic were able to collect data and feedback directly from the fans to identify future enhancements (i.e. jersey styles, experiences, etc.) fans would want to see to keep the jersey offer program “fresh."
Additionally, the Magic were able to utilize the data collected via the jersey offer to add insights to existing internal CRM fan profiles, add new leads and also build reports designed to better understand fan buying behaviors related to both those purchasing Magic tickets and also buying Disney Annual Passes at Amway Center.
To do so, the Magic and Disney constructed two Disney Sales Centers within Amway Center, staffed full-time by Disney Cast Members. The Sales Centers were designed to sell and activate a variety of Disney park passes, including Annual Passes. These Sales Centers provided Disney with locations in the heart of downtown Orlando, serving as a centralized sales location outside of the parks and closer to residential locations of Orlando. It also afforded the opportunity to be on-site at all Magic games and Amway Center events throughout the year.
Strategy & Execution: To incentivize fans to purchase Disney Annual Passes, the Magic created an offer centered around the jersey. For every Annual Pass purchased or renewed at the Amway Center, fans would receive a FREE Nike Magic jersey in the color and style of their choice, a $125 value.
To reach the modern fan, the Magic integrated the Disney sales platforms into the Orlando Magic App, specifically to make “Magic Money” available for use on Disney passes. Magic Money provides ticket buyers with total flexibility, allowing them to return single game tickets throughout the season and receive compensation of the full value of the tickets in “Magic Money.” Fans can then use Magic Money to purchase F&B, merchandise, additional tickets, and unique experiences at Amway Center.
This integration provided fans the ability to utilize their “Magic Money” to also purchase Disney Annual Passes via the Magic App, providing substantial upside for the fan to utilize money that had previously been spent on their ticket plans and reallocate funds spent for access to the Disney parks. This flexibility created additional Annual Passholders for Disney that may have not had the financial means previously to hold both Magic Season Tickets and Disney Annual Passes.
Results: The decision to include Disney as the jersey sponsor of the Magic has provided incredible results for both brands both on and off the basketball court.