Minnesota Vikings Personalized Season Ticket Member Hub
How the Minnesota Vikings Unleashed the Power of Rover to Launch a Personalized Season Ticket Member Hub
The Minnesota Vikings scored a major touchdown with their personalized season ticket member hub, crafted using the Rover Fan Engagement Platform and seamlessly integrated into their mobile app.
“We launched our Season Ticket Member (STM) Hub with Rover to increase STM satisfaction, which for us included access to information, a sense of community among other STMs, and a way to provide recognition and appreciation. Our Hub became the perfect spot for our season ticket members to find all of their relevant information about their STM benefits, tickets, account, and also serve as a spot for information around events and engagement opportunities throughout the year.”
Heather Larsen
Senior Director, Digital Marketing & Content Strategy
The success of the Vikings' season ticket member hub was the result of collaboration and strategic planning across various departments within the organization Cross-functional groups aligned to ensure seamless execution, resulting in an impactful experience for season ticket members.
The Vikings' campaign stood out due to its all-encompassing omnichannel approach. The campaign was launched through a captivating marketing card embedded within the Vikings' mobile app, maximizing reach and engagement. Push notifications played a crucial role in providing timely and relevant updates to season ticket members. What took the campaign to the next level was the team's strategic inclusion of other channels. Notably, the Vikings harnessed the potential of email to ensure that no season ticket member missed out on vital information or exclusive offers. This multi-channel approach played a pivotal role in captivating the attention of fans and driving active participation in their season ticket member hub.
“The broader organization recognized it was imperative to refocus attention on our STM group to sustain overall satisfaction scores and maintain high renewal rates. A dedicated team of contributors from various departments was assembled to brainstorm and execute ideas from diverse viewpoints. This working group comprises representatives from all areas and leadership levels of the company, ensuring quick decision-making and impactful results.”
Heather Larsen
Senior Director, Digital Marketing & Content Strategy
Omnichannel Approach for Maximum Reach and Engagement
The Vikings drove impact with their campaign by using an all-encompassing omnichannel approach. The campaign was launched through a captivating marketing card embedded within the Vikings' mobile app, maximizing reach and engagement. Push notifications played a crucial role in providing timely and relevant updates to season ticket members, and email updates ensured that no STM missed out on vital information or exclusive offers.
This multi-touchpoint approach played a pivotal role in captivating the attention of fans and driving active participation in their season ticket member hub.
Personalization as the Key to an Exceptional Experience
The Vikings' season ticket member hub prioritized personalization, seamlessly integrating individual details such as names, ticket information, and more. Each fan's first name, tenure, and specific account manager details were highlighted within the Hub. This personalized approach fostered an intimate connection, creating an overwhelming sense of exclusivity among season ticket members.
"One of the big appeals of creating an STM Hub in the Vikings’ app through Rover was the ability to personalize it for each Season Ticket Member.”
Kim Ippolito
Vikings’ Digital Marketing & Media Manager
“Our STM Hub showcases the fan’s full name, Ticketmaster ID, the year they became a Season Ticket Member and also pulls in their Account Representative contact information and their dedicated rep. I believe that showcasing these personalized elements helps make our Season Ticket Members feel appreciated by catering the STM Hub to them and keeps them coming back to check for updates, upcoming events, and new benefits being offered."
The Vikings' season ticket member hub prioritized collecting first-party data, recognizing its role in gaining unparalleled customer insights.
Leveraging First-Party Data for Hyper-Targeted Communication
A comprehensive survey within the experience gathered valuable data on fans' preferences, including favorite players, music genres, hobbies, and military affiliations. This rich data empowered the Vikings to deliver highly personalized communications. For example, on Veterans' Day, personalized messages expressing gratitude and offering exclusive perks were sent to season ticket members with military affiliations. This one-to-one fan experience further strengthened the Vikings’ bond with their fans.
“On Veterans Day, we targeted Season Ticket Members who selected military service in our STM 'Get to Know You' survey with a message thanking them for their service. Our tickets department provided a custom list for a targeted push notification. This information also allows us to celebrate them during the NFL’s Salute to Service initiative and consider them for future recognition opportunities.”
Kim Ippolito
Vikings’ Digital Marketing & Media Manager
“Gathering this information helps the Season Ticket Member internal group learn more about our members, recognizing ways to celebrate and engage them in the future. We’re proud to say that already 1,117 STMs have completed our survey and counting.”
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Impressive Revenue Generation and Tangible Business Outcomes
The first year of this campaign was successful, as evidenced by a surge in fan engagement on the season ticket member hub, boasting over 30K opens and 16K clicks. Additionally, the inclusion of F&B online ordering also contributed to revenue generation, exceeding over $7,000.
While revenue generation was a notable achievement, the primary goal was to enhance overall STM satisfaction, and the Vikings’ Marketing Team was pleased to share that their objective was successfully achieved
“Providing a personalized STM Hub experience that continually evolves with new offers and benefits for Season Ticket Members has driven recurring traffic to our app and the STM Hub.”
Kim Ippolito
Vikings’ Digital Marketing & Media Manager
“And while this experience provides STM convenient access to their tickets, our app also features a prominent ticketing tab on the bottom menu, opening into a separate Rover experience that allows anyone to access or purchase tickets. We've observed consistently high view rates throughout the season on this Rover experience.”
Effortless Launch and Iteration with the Rover Platform
Rover’s flexibility was a significant advantage for the Vikings when launching and refreshing the STM Hub.
“It’s been very easy to maintain and keep fresh with new updates. I love that it’s effortless to add or remove different sections when we have one-off events or new discounts."
Kim Ippolito
Vikings’ Digital Marketing & Media Manager
"During the regular season, we had special offers during home games and exclusive team store discounts that were easy to add within the STM Hub and promote via push notifications directing them back into the STM Hub. These sections are easy to remove once an offer ends. We also include a Season Ticket Member content carousel that gets updated each time we publish a video, article or photo gallery highlighting Season Ticket Members.”
With a comprehensive strategy encompassing organizational collaboration, omnichannel engagement, personalized experiences, and first-party data, the Minnesota Vikings saw major success in building and launching their Season Ticket Member Hub with Rover. The Hub elevated fan engagement, increased ticketing revenue, and solidified loyalty among their season ticket members.
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