The Celtics converted 6% of single-game buyers into season ticket members.
The Celtics wanted to engage their fan base to impact the overall fan experience and ultimately convert single-game buyers into season ticket members.
Initially launching Experience Upgrades in 2012, the Celtics later rolled out Genie to deliver unique surprise-and-delight offers like a basketball shootaround after the game. Partnering with Fan Manager, the leading data warehouse and activation expert for sports, the Celtics and Experience were able to measure the impact of this technology on the lifetime value of ticket buyers.
"The impact of Experience's technology has been tremendous for the Celtics. With season ticket members and multi-game purchases increasing, revenue growing, and fan engagement levels rising, we couldn't be more pleased with the positive results we continue to see season after season."
first-time season ticket buyers
Of all single-game buyers, 5.6% who purchased Experience Upgrades converted to first-time season ticket members.
more season ticket sales
Single-game buyers who purchased Experience Upgrades were 3.5X more likely to convert.
Over two years, fans who purchased Experience Upgrades or received a Genie offer had a 78% higher lifetime value.