What If Your Best Incentive Isn’t a Discount?

Promotions usually rely on the same incentives: early-bird pricing, exclusive merchandise, added benefits, limited-time offers.

Akron Football tried something different.

As part of its 2026 season-ticket campaign, Akron created the Offensive Coordinator of the Game. One season-ticket holder got to join head coach Joe Moorhead and help script the opening drive for the Zips' home opener. Existing season-ticket holders were automatically entered, and new purchases or referrals added more chances to win.

And people noticed.

• The promotion generated 2.03 billion social media impressions worldwide.

• Dan Katz, Pat McAfee, and Jon Gruden bought season tickets, each hoping to be picked.

• Akron's suite level sold out for the first time in program history.

Make the Experience the Incentive

There's a bigger idea here than one clever promotion.

Akron used something live-event organizations have that few other brands can replicate: access.

Fans, patrons, and donors can buy tickets, memberships, merchandise, and experiences. They can give and support the organizations they care about. But some experiences money can't buy. A unique experience can renew a season-ticket holder, turn a donor into a bigger donor, or reach fans who wouldn't otherwise buy in. Sometimes it's just something people can't stop sharing.

The specific contest matters less than the model: find the access only you have, and turn it into the incentive.

What's Something Only You Can Offer?

Look around your organization or venue.

Could you give a patron access to a rehearsal or backstage experience? Invite a donor into a moment they wouldn't normally see? Let a fan take part in a game-day tradition? Build an experience around an artist, athlete, coach, or venue that can't be bought outright?

The possibilities look different across college athletics, performing arts, arenas, and live entertainment. That's the point. Your most compelling incentive may already exist inside your organization. The work is finding a creative way to turn that access into something your audience wants to be part of.

Fresh Take: Before reaching for a discount, ask what you can offer that money normally can't buy.

Let's Compare Notes

What's an experience only your organization can create?

Whether you're trying to sell tickets, increase renewals, strengthen donor relationships, or build loyalty, give people a reason to want in.