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How the Packers Perks Program rewards passion over transactions with Mastercard SessionM

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Capabilities Used

Session M

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Problem

Engagement beyond game day

The Green Bay Packers are the only community-owned non-profit professional sports team in the United States and the league’s most successful franchise, with 13 NFL championships. Founded in 1919, the team joined the NFL in 1921 and is the third-oldest team in the league. Despite residing in the smallest city in the league, the Green Bay Packers fill their beloved and historic home, Lambeau Field, with loyal, enthusiastic, unwavering fans even on the coldest of Midwest game days.

With seventy percent of the team’s digital audience outside of Wisconsin, the Green Bay Packers saw an opportunity to build engagement with fans beyond transactions and game days.

Approach

Driving fan excitement

The Packers prioritized rewarding engagement behaviors and driving fan excitement. They leverage SessionM’s flexible loyalty platform to enable fans to earn points for engaging with Packers.com content, connecting social media accounts to the Packers Perks Platform, participating in quizzes and logging into their account daily. Their points are redeemable for exclusive Packers merchandise and experiences. With SessionM, the Packers can build any incentive with any data attribute.

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As the program continues to evolve, the Packers will look to further reward Packers Perks members who are Associated Bank Packers Checking (Mastercard) holders. SessionM and the Packers have partnered through the evolution of the Packers Perks program to drive growth in meaningful ways, adopt and integrate new technology, and ultimately build loyalty. Packers Perks is integrated into the Packers Perks website, mobile app, and in-stadium POS, ensuring a frictionless experience that aligns with fans' preferences.

Results

Rewarding passion with SessionM

Through their partnership with Mastercard SessionM, the Green Bay Packers grew the Packers Perks membership and fan engagement beyond just in-stadium experiences on game days.

109%

New member growth, QoQ

65M

Points issued to Packers fans

16M

Points redeemed for prizes & experiences