RareCircles is excited to announce its collaboration with the Detroit Pistons, an iconic NBA franchise. The Pistons looked to create an experience for their most engaged fans, with an affordable, elevated loyalty experience. The goal was to build a program that could complement their season ticket offering and help bolster their merchandising/Pistons storefront.
Exclusive Video Content
The program revolved around live and recorded video content that allowed Pistons superfans and season ticket holders to get a behind-the-scenes look at the players, coaches and staff during the season. Through live video AMAs, interviews and fireside chats, members receive an insiders view across the organization before, during and after the season.
The Pistons utilized RareCircles events activations to host gated, pre-recorded content directly in their online members portal—hosted directly on the Pistons website. This premium content drove conversion into the program and engagement within the progarm.
In addition to events, the Pistons utilized RareCircles to generate rewards and prizes ahead of and after each video was released. These activations utilized RareCircles’ polls, contests and challenge activations. Fans answered questions, uploaded photos, shared information, voted on game outcomes. These activations not only increased turnout and boosted engagement, but also served served as a way to collect rich first-party data from the Pistons most engaged fans.
The Pistons were also looking for ways to authentically engage their community. Using RareCircles’ Discussion Board, members of Pistons Uncut were able to post threads, comment and upvote enabling rich discourse on a channel the team owned and controlled. The Discussion Board was positioned as a home for Pistons superfans to connect, schedule tailgate meetups, and debate starting lineups and trade news. The Pistons also utilized the Discussion Board feature to gather feedback on new merch collabs and marketing activations, turning the fans into more meaningful stakeholders within the marketing function.
Pistons Membership 2.0
Pistons Uncut has received strong adoption from the Detroit community with engagement rates surpassing email and social. The Pistons’ program, priced modestly at $39 for the season, introduced a new monetization engine for the organization while also enabling the organization to upsell tickets and merchandise. The Pistons aim to create additional programs with RareCircles to drive revenue and retention—such as a private membership as an add-on for season-ticket-holders.