The Cleveland Browns have teamed up with Lake Erie College of Orthopathic Medicine (LECOM) to offer college students game tickets and Browns Bucks via a traffic-driving sweepstakes.
Sponsorship Buddy's Take:
1) While this program was put in place amidst high offseason hopes, in the end, only 1 team will win it all making everyone else a loser by definition. Successful sports marketers don't sell wins and losses, they sell experiences, memories, access and business results. Even during tough times, there are plenty of people that would love to experience the thrills of seeing a game as an insider and savvy sponsorship platforms can help make that happen.
2) This program utilizes a B2B partner for the university and a different Discount Drug Mart location to drive traffic to each time. First-come-first-serve status disclaimed in the sweepstakes rules helps negate conflict of interest and while no purchase is necessary, the result could be new familiarity with Discount Drug Mart and sales. Savvy sponsors will have a comprehensive plan in place to track sales around such a promotional window to gauge ROI (ie., asking customers if they came as a result of the promotion).
3) Universities are always looking for community ins to differentiate themselves vs. competitors. Creativity is key as everyone advertises. This program creatively differentiates LECOM while pushing the needle from a number of loyalty, community and awareness measures. Well done, Browns.