
Marketing coup: AFLE tries to pimp up Gold Bowl attendance via World Record attempt
As I have not read about this interesting topic here I thought I drop it:
According to German media outlets (eg here: Guinness-Weltrekord-Versuch beim AFLE Gold Bowl - Foot Bowl (link in German) the AFLE marketing machine is humming on all cylinders for the Gold Bowl and they put out an ace from their sleeves:
They invite Cheerleader squads from basically everywhere (not limited to Germany) to gather at the Gold Bowl for a world record attempt of bringing 1500 cheerleaders on to the field during halftime .
What is actually a smart marketing approach to gain media attention obviously has another purpose as well: To get butts in the seats via giving away potentially thousands of tickets for free.
The text states (translated):
Active cheerleaders not only receive free admission to the Gold Bowl, but—according to the letter sufficient complimentary tickets will also be available for their entire entourage. This means family members, friends, and other accompanying persons could also enter the stadium for free. In addition, each participating club will receive a dedicated ticket link and a code for 15% off for regular tickets.
So basically for each and every of these potentially 1500 cheerleaders a host of people get tickets for free: Proud mum and dad, the proud grandparents, the brother, the boyfriend, the friends from school. That´s a long list and there is no limit on how many free tickets they would hand out per cheerleader so that could add up to SEVERAL THOUSANDS of free tickets but also means a filled stadium which looks good on TV.
On top of that these participating squads act as extended workbench for the AFLE in a way that they additionally can promote ticket sales with a code for 15% off, of which the squad receives 10%.
All in all a monster idea by the AFLE that will save them from a potential TV disaster because as of now estimates say only 3000-4000 tickets are gone which is nothing considering the stadium seats 31,000
But here is the thing:
Probably many of these 3000-4000 won´t take this marketing stunt lightly because they paid for tickets they probably now could have gotten for free. (In another note: Gold Bowl Tickets are now 50% now with code "Hitradio" - which won´t make these early buyers happy either....)
My takeaway from this:
While I think the idea is a smart PR stunt to get media attention and get half of the stadium "reasonably filled", it´s a complete slap into the face of those who already bought their tickets.
Now you can say not everyone is related to a cheerleader so not everyone will grab one of these thousands of free tickets but the 50% off that runs in parallel makes it even worse for those early buyers as this is literally available for everyone.
Edit:
Also they are saving money for the halftime show because that actually IS their halftime show and they get it without almost any cost. Pretty smart by the AFLE if you ask me