Rewarding Loyal Fans with a Successful Contest at Le Chabada

Since 1998, Le Chabada has been a certified SMAC* venue with four core missions:

• Hosting concerts that promote musical diversity and support the local scene,
• Supporting musical practice, from amateur groups to professional projects,
• Running cultural initiatives for and with underserved communities,
• Supporting local music professionals and actors.

SMAC* is an official French label awarded to cultural institutions dedicated to popular music.

Contests: A Powerful Engagement Tool

Contests are highly attractive and provide a playful way to engage your audience, regardless of their level of involvement—whether acquiring new prospects, welcoming first-time attendees, retaining regular buyers, or thanking loyal fans.

Organizing contests can serve several purposes:

• Acquisition: Collect new contacts and grow your audience base.
• Retention: Re-engage past contacts, retain new ones, and reward your most loyal fans.
• Audience Insights: Gather valuable data on your contacts to better understand them.

For its 30th anniversary, Le Chabada wanted to celebrate its audience with several special initiatives. To thank their most loyal followers, the team decided to offer a standout gesture for those who have supported the venue for years.

The audience team chose to give away 10 ChabadORe passes (granting access to all 2024 concerts). They leveraged Arenametrix’s segmentation and registration tools to distribute the contest via email.

How the Contest Was Implemented

→ Concept Development: Defining objectives, timeline, winner selection, prizes, and distribution channels, creating a participation form including multiple-choice questions to test audience knowledge and selected winners among participants with correct answers.

→ Compliance Support: Drafting contest rules (optional) and implementing separate consent options, ensuring participation wasn’t conditional on receiving communications.

→ Integrated Thank-You Journey: Automating confirmation and thank-you emails upon registration, with follow-up reminders for non-openers a few days before the contest ended.