Fan Promotions Built Around the Experience
The strongest fan engagement campaigns give people another reason to participate in something they already care about.
A sports fan might enter for a chance to attend a championship event. A concertgoer might scan a QR code for an opportunity to win a meet-and-greet. A sponsor might use an instant win experience to engage fans at a venue while capturing Customer data.
Promotion Activators can help build fan engagement campaigns around objectives such as:
- Increasing fan participation
- Activating sponsorships
- Driving event or venue engagement
- Generating leads and Customer data
- Growing email and SMS databases
- Increasing social engagement
- Rewarding loyal fans and Customers
- Driving retail or product participation
- Creating memorable VIP experiences
- Extending engagement beyond the event
- Connecting brands with sports and entertainment properties
Kentucky Derby: Triple Crown Showdown Sweepstakes
When the 2020 Kentucky Derby was postponed, Churchill Downs created a virtual race featuring the 13 Triple Crown winners.
Sports Fan Engagement & Sponsorship Activations
Sports sponsorships create valuable opportunities for brands to engage passionate fan communities.
Promotion Activators helps sponsors, agencies, teams, and sports organizations add interactive promotions to sponsorship and fan marketing programs.
Campaigns can include:
- Game-day sweepstakes
- VIP ticket and hospitality giveaways
- Championship and major-event experiences
- QR code activations
- In-venue promotions
- Instant win games
- Fan voting
- Photo and video contests
- Social media promotions
- Sponsor and retailer promotions
- Loyalty-based promotions
- Product and purchase-linked campaigns
These experiences can give fans a reason to interact with the sponsor rather than simply see a logo or advertisement.
Coca-Cola 600: NASCAR VIP Fan Experience
Advance Auto Parts leveraged its relationship with Coca-Cola and auto racing to create a promotion rewarding Speed Perks members with the chance to win VIP trips to the Coca-Cola 600 NASCAR race in Charlotte.
Make VIP Experiences Part of the Promotion
For passionate fans, the most compelling prize isn't always a product. It's access.
Tickets, hospitality, meet-and-greets, behind-the-scenes experiences, travel, private events, and other exclusive opportunities can create powerful incentives for participation.
Promotion Activators can support promotions featuring experiential prizes such as:
- Game and event tickets
- VIP hospitality
- Suites and premium seating
- Meet-and-greets
- Backstage access
- Tours and behind-the-scenes experiences
- Championship and major-event trips
- Travel packages
- Exclusive merchandise
Our professional services can also support winner notification, eligibility verification, documentation, travel coordination, and prize fulfillment for complex experiential prizes.
Ready to Activate Your Fan Community?
Harness authentic user-generated content and build deeper brand engagement. Talk with our team to design a fan-first promotion tailored to your audience.
Add Instant Gratification With Interactive Promotions
Fan excitement is a natural fit for instant win and gamified experiences.
Instead of asking fans to simply complete an entry form, brands can invite them to spin, play, reveal, answer, or interact with the promotion.
Experiences can include:
- Instant win games
- Spin-to-win promotions
- Digital scratch-offs
- Trivia and quizzes
- Prize reveals
- Daily play promotions
- Game-based sweepstakes
Interactive mechanics can be used on-site or as part of a broader campaign before and after an event.
Buddig: Chicago Blackhawks Sponsorship Activation
Turn Fans Into Content Creators
Fan communities are also natural sources of authentic user-generated content.
Invite fans to share photos, videos, stories, predictions, memories, team spirit, or other original content as part of a branded contest or promotion.
UGC campaigns can incorporate:
- Photo submissions
- Video submissions
- Fan stories
- Hashtag participation
- Voting
- Judging
- Branded galleries
- Social engagement
These campaigns can give fans a more active role in the experience while generating content and engagement around the team, event, sponsor, or entertainment property.
Concerts, Festivals & Entertainment Promotions
Fan engagement isn't limited to sports.
Promotion Activators can also support promotional campaigns connected to:
- Concerts
- Music festivals
- Movie and television properties
- Premieres
- Entertainment launches
- Touring experiences
- Lifestyle events
- Conventions
- Branded entertainment
- Meet-and-greets
- VIP experiences
Promotions can be designed around ticket giveaways, exclusive access, fan participation, social engagement, UGC, QR activations, and interactive experiences.
Touring & Multi-Event Campaigns
For brands and agencies activating across multiple venues, cities, games, or events, Promotion Activators can provide centralized promotional technology and campaign management.
Instead of building a different promotional process for every stop, campaigns can be structured to support multiple dates and locations while maintaining a consistent Customer experience.
Depending on the program, campaigns can incorporate:
- Multiple venues or markets
- Location-specific entry
- Event-specific prizes
- QR codes
- Mobile entry
- Centralized data collection
- Regional or national drawings
- Real-time reporting
- Consistent branding across activations
This makes it easier to scale a fan engagement program across a season, tour, sponsorship, or national event schedule.
Capture Valuable Fan & Customer Data
Fan engagement campaigns can turn anonymous event participation into direct Customer relationships.
Registration experiences can capture zero- and first-party data based on your marketing objectives and Customer permissions.
Brands can use promotions to collect:
- Contact information
- Marketing opt-ins
- Fan preferences
- Product interests
- Event interests
- Survey responses
- Other voluntary Customer information
Use that data to better understand participants, personalize future messaging, and build stronger relationships after the event is over.
Extend Engagement Beyond the Event
A great fan engagement campaign doesn't have to end when the game, concert, or event does.
Promotions can create additional Customer touchpoints before and after the live experience through:
- SMS
- Social media
- Follow-up sweepstakes
- UGC galleries
- Loyalty programs
- Exclusive offers
- Future event promotions
- Ongoing digital campaigns
This helps turn a moment of fan excitement into a longer-term Customer relationship.
Measure Fan Engagement
Promotion Activators provides reporting and analytics to help brands and agencies understand how fans are interacting with the campaign.
Track participation, engagement, and conversions in real time to show performance, highlight what resonates, and showcase campaign success. Use dashboards and 24/7 analytics to visualize results, spot trends, and make faster, data-driven decisions.
Depending on the campaign, reporting can include registrations, entries, engagement, location, event, traffic source, opt-ins, game plays, UGC submissions, and other relevant metrics.
Built for Brands, Sponsors & Experiential Agencies
Promotion Activators regularly works with brands, agencies, retailers, and marketing teams that need an experienced promotions partner behind their fan-facing activation.
We can work as an extension of:
- Experiential agencies
- Sponsorship agencies
- Sports marketing agencies
- Creative agencies
- Event marketing companies
- Brand marketing teams
- Sports organizations
- Entertainment companies
- Retail and CPG brands
Our team can provide only the technology you need or support the promotion from strategy and planning through administration, winner verification, and fulfillment.
Old Wisconsin: Leap Into Lambeau Sweepstakes
Old Wisconsin created a memorable Green Bay Packers fan experience centered around Lambeau Field.
Fan Engagement Campaign FAQs
Turn Your Next Event Into a Fan Engagement Opportunity
Whether you're activating a sports sponsorship, planning a VIP giveaway, supporting a concert or festival, engaging fans at a venue, or building a multi-event promotional campaign, Promotion Activators can help bring the experience together.
Tell us about your fans, event, sponsorship, prizes, timing, and engagement goals. We'll help determine the right promotional mechanics, technology, and services for your campaign.
Talk to a Promotion Expert