An incredibly hard to resist catch 22!
I don’t think there is anybody out there who doesn’t like ticket lotteries (except, of course, the accountants). But Wicked and Book of Mormon have come up with an idea to make the ticket lotteries even better . . . badges!
Ticket lotteries, while a fantastic tool to reward dedicated fans, really only work with incredibly popular shows. When the show is going to sell out regardless, there is very little risk in saving 20 seats to raffle off at a highly discounted price. Hence, the Broadway productions of Wicked and Book of Mormon are the two examples that I have chosen for today’s blog.
Both immensely popular shows that sell out almost every night, Wicked and Book of Mormon’s ticket lotteries often have in excess of a couple of hundred people participate for every single show! But often only the really dedicated fans know about these events and many potentially interested public just walk by the masses wondering why so many people are hanging around the theatre.
So in an effort to spread the word, both Wicked and Book of Mormon have produced an extra prize for their lucky winners . . . a badge. Like the badge in the picture above, they provide both an advertisement for the show as well as an opportunity for the general public to question the winners on this strange lottery phenomenon.
And the best thing about this is that the winners will wear the badge despite the fact that it contains a BIG CATCH 22!
The winners will wear the badge for a couple of reasons. Firstly, it shows their devotion to the show and secondly, it shows that they beat a couple of hundred people in a raffle to see Wicked or Book of Mormon. What they may not realise is that by wearing the badge they are encouraging many, many more people to come and try their luck at the ticket lottery which decreases their chances of ever winning again!
This is the point when you imagine the producer sitting behind his desk rubbing his hands together and manically laughing. Not only does the show get lots of publicity, but now even more people know about your ticket lottery.
This means that more people will turn up to the ticket lottery each day (and realising how many people turn up, if they desperately want to see it they will purchase full-price tickets) and ultimately the desire to see Wicked or Book of Mormon is intensified for all these potential customers.
Very clever idea!