Objectives:

The 50 Greatest Moments at Madison Square Garden offered television viewers the chance to get the stories behind the stories. With never-before-seen images and exclusive interviews, this revealing series took viewers past the front row and behind the scenes of The Garden. Madison Square Garden enhanced their traditional marketing programs by partnering with Club Texting. In doing so they sought to 1) gain loyal viewers; 2) promote exposure for the series; and 3) increase viewership.

Solution:

Club Texting created an account for Madison Square Garden with the key word “MSG50”.  With their keyword in place, Madison Square Garden immediately launched their mobile marketing campaign.

At New York Rangers hockey games the Public Address Announcer invited fans to text the keyword MSG50 to the number 25827, offering a Rangers Prize Pack to a lucky winner.

Meanwhile, Madison Square Garden decided to partner with Club Texting's former sister company, JoonBug Productions, to promote the television series at JoonBug's popular, celebrity-attended Halloween Party. The Knick City Dancers entertained the crowd, and promotional cards (pictured above) were handed out, encouraging attendees to text MSG50 to 25827 in order to win concert tickets.

Outcome:

Over 300 fans joined MSG's text messaging list at the first Rangers game when the campaign was announced. Since then, MSG has continued to promote and grow their list at arena sporting events.

The series, Madison Square Garden's 50 Greatest Moments, was one of the most successful series in the MSG Network's history.