The Milwaukee Admirals, an American Hockey League team, are increasing engagement through exclusive prizes only available on the Admiral Rewards program.
Admiral Rewards offers experiences and autographed material only available through the Admiral Rewards Prize Store. Fans can find The Prize Store in the Admiral Rewards’ app and website.
Fans earn points to redeem these prizes by attending Admirals games and following the Admiral’s social media. “[Admiral Rewards] is easy to use, is time sensitive and encourages fans to follow social media,” Larson said.
One of the advantages of Admiral Rewards is the ability to measure social engagement, Larson said. With this ability, the Admirals have measured an increase in fan interaction with their social media. For instance, the Admirals have seen triple the number of retweets on Twitter since establishing Admiral Rewards, Larson said.
Admiral Rewards keeps fans interested through updating the Prize Store with new prizes and experiences. Some of their prizes include autographed Admirals sticks, hockey pucks, on-ice passes and meet-and-greets with players.
“[The prizes] are a good incentive because fans must earn prizes not buy them,” Larson said. As long as they keep the prizes updated, fans love the program, and the Admirals get results, Larson said.
“I think it’s a good program and has been a good investment, the fans enjoy it and [Admiral Rewards] has been a great experience,” Larson said.