By leveraging Flowcode’s interactive technology, the Pittsburgh Penguins successfully enhanced in-arena fan engagement and drove significant merchandise sales. Through a series of innovative activations, the Penguins transformed how fans interacted with their team during live events, leading to increased engagement and revenue.

Client Overview

The Pittsburgh Penguins, a premier NHL team, have built a legacy not only on the ice but also with their passionate fan base. Known for creating memorable in-arena experiences, the Penguins continually strive to deepen connections with their fans through innovative technology and exciting activations that go beyond the game.

Challenge

The Pittsburgh Penguins aimed to elevate fan engagement during live games while also increasing merchandise sales. They needed a way to create interactive in-arena experiences that would capture fan attention, encourage participation, and drive sales, all while collecting valuable consumer data.

Solution

The Penguins partnered with Flowcode to integrate scannable QR codes into multiple fan engagement activations throughout the season. These Flowcodes allowed fans to easily enter giveaways, access discounts, and purchase merchandise directly from their mobile devices.

1. Text-to-Enter Sweepstakes: Fans in the arena were invited to scan Flowcodes to enter a sweepstakes with prizes including a $500 DICK'S Sporting Goods gift card, "Pizza for a Year" from Caliente Pizza, and a Playstation 5. This in-arena activation saw an 18% scan rate and over 3,200 scans from fans.
2. Merchandise Sales Boost: The Penguins also used Flowcode to drive fans to their online store, offering a 20% discount on team merchandise during live reads in the arena. Within 30 minutes of the code being shown, the Penguins generated $8K in sales, with an average of $266 in revenue per minute.
3. Scratch Card Giveaway: For Fan Appreciation Night, the Penguins distributed scratch cards with Flowcodes that fans could scan for a chance to win a signed jersey. This activation achieved an 88% conversion rate during the game, with a 100% conversion rate during a follow-up broadcast activation.

Results

• Rapid Engagement: The Text-to-Enter activation generated over 3,200 scans from in-arena fans, driving high levels of participation.
• Impressive Sales: The live read promotion led to $8K in sales within just 30 minutes, showcasing the power of combining in-arena activations with digital shopping.
• Exceptional Conversion Rates: The Scratch Card Giveaway saw an 88% in-arena conversion rate, while the follow-up broadcast achieved a 100% conversion rate.

The Future of Fan Engagement with the Penguins

By integrating Flowcode into their fan engagement strategies, the Pittsburgh Penguins have set a new standard for how NHL teams can connect with fans in real time. From boosting merchandise sales to creating interactive fan experiences, the Penguins are paving the way for the future of in-arena and digital fan engagement.

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