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10.10
Team is first to offer CD-ROM game ticket
BALTIMORE, MD - (October, 10 2002) The Washington Capitals will introduce a high-tech
ticket based on CD-ROM technology at their season
opener tomorrow night at the MCI Center. (7:00
PM Friday, 10/11/02). This CD-ROM ticket is the
first of it's kind used in professional sports,
according to the Washington Capitals. The CD-ROM
ticket was produced by Baltimore-based interactive
marketing agency, Alexander & Tom Interactive.
Season ticket holders received the "Smart
Ticket", or CD-ROM ticket, that contains
multimedia and video content about the Washington
Capitals, their new players, and their new coach,
in addition to very practical fan services information
about facilities at the MCI Center. When placed
in a home computer, the CD-ROM delivers an action
packed highlight film as an introduction, then
allows the user to select dozens of items to learn
more about the team and the new season.
"This is one smart ticket," said Billy
Twigg, President of Alexander & Tom Interactive.
"The first thing you notice is, this CD-ROM
is not round at all, ...it's shaped like a ticket
or a backstage pass, but it plays in your typical
CD-ROM tray." Twigg added, "These CD
tickets have a lot more to offer than just the
obvious cool, whiz-bang factor. They have links
to every conceivable fan service - just click
a button and presto…up pops this web page.
It connects you to the Capitals site, or the NHL
site (National Hockey League - www.nhl.com), or
to the sites of their sponsors, and even to youth
hockey news. I think the best part is the highlight
film section. Now you have a copy of what they
show on the big screen at the Caps game. In that
respect it lets you bring a little of the game
home with you. I think fans will love it."
"The feedback from our season-ticket holders
is very positive. Not only do they find the CD-ROM
to be entertaining, but it is also informative.
For us as an organization, the interactive CD-ROM
Ticket is a cost-effective, innovative and valuable
marketing tool…a great success!" states
Kevin Moran, Vice President of Sales for the Washington
Capitals.
The CD-ROM ticket, shaped like a backstage pass
and worn on a lanyard hanging around your neck,
plays in a standard CD-ROM tray in any Windows-based
personal computer. The CD-ROM technology also
allows the user to click on a button to instantly
connect to the Washington Capitals website and
the NHL website from their personal computer (PC).
The CD-ROM ticket serves a dual purpose. It is
a multimedia presentation, that could become a
collectible, and it is also the ticket that provides
entrance to the game. A barcode reader at the
gates of MCI Center reads a unique barcode imprinted
on each CD-ROM, which identifies the season ticket
holder, and like a paper ticket, has individual
ticket information such as; section, row, and
seat number.
A video segment on the CD-ROM features new head
coach, Bruce Cassidy, speaking about the upcoming
season. It also features Robert Lang, the Caps
new all-star forward, talking about his new team.
The Fan Section of the CD-ROM provides information
and web links to a wide variety of fan services,
from hot dog stand locations to lost ticket policies.
Web links to the NHL e-commerce website and Washington
Capital's sponsors websites are also included.
Sports organizations are looking to new and innovative
ways of capturing and retaining market share.
Products such as the CD-ROM Ticket and websites
are examples of the new marketing vehicles used
to differentiate teams and build ongoing relationships,
while providing a valuable and entertaining gift
to fans.
This Interactive CD-ROM Ticket will be featured
at an upcoming Street & Smith's Sports Business
Journal industry Conference in New Orleans. Sports
promoters and marketers will present successful
case studies describing techniques used to turn
sporting events into entertainment experiences.
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