Objective: FanatixNetwork.com, which is still in the Beta stage, uses social networking to connect season ticket holders for professional and college sports and help them manage and share tickets with friends, family, and colleagues. Fanatix is reaching out to season ticket holders ranging from individuals to corporations. It is also looking to align partnerships with sports teams, beginning on the local level in the Washington, DC, area. It is currently in talks with soccer team DC United, said Elan Sheintal, cofounder of Fanatix.
Idea: It is going out with the message that, “We can save you considerable time and energy with managing your season tickets,” Sheintal said. “From the team's perspective, we're trying to emphasize that the more... season ticket holders are satisfied with their ticket usage over the year, the more likely they [are to] renew their account.” Fanatix recently hired Maroon PR to aid its effort. After spending the next six months focusing the campaign on the local area, it will expand efforts to gain interest from other teams.
Tools: Fanatix is using a mix of online and traditional media relations, targeting publications on business and technology, and sports outlets, Web sites, and radio shows. There is currently a Fanatix blog and plans to create a group on LinkedIn for marketing and human resources pros who handle corporations' season tickets. Fanatix will also use Facebook and Digg to “get that viral groundswell going,” Sheintal said.
Measurement: Fanatix will measure success based on the number of season ticket holder accounts and the activity on the site.
Campaign: Launch of FanatixNetwork.com
PR Team: Maroon PR
Launch: Early- to mid-February