Digital Shuffle's Project Vault.
Digital Shuffle's Project Vault.
The Jacksonville Jaguars had a challenge for Digital Shuffle: conceptualize, develop and execute a personalized video campaign for season ticket holders who were not renewing their tickets. It was late in their renewal season and there were 4,100 ticket holders who were unresponsive to their account manager phone calls, emails and letters asking for their renewal. Many of these ticket holders who did respond gave objections as to why they had not renewed, ranging from ticket prices to game schedules and the commonly heard, “I’ll renew next year”.
Digital Shuffle decided to openly address each objection with a personalized video response. A ticket holder would see their name, seat number, location and a rebuttal to their specific objection (if one was given). The Creative Team conceptualized, shot and produced the personalized video and designed and deployed a PURL, postcard, and email as part of an integrated “win back” campaign. Ticket holders were offered an exclusive invitation to a BBQ with the Jaguars players and coaches where account managers would be on hand to promote renewals.
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