Case Study
Score 4:
Geo-Fenced App Activation
Client: Sioux Falls Stampede (USHL)
Overview
Partnership with the USHL junior hockey team to launch “Score 4,” a live-game promo designed to drive mobile app downloads and create in-game brand affinity. If the Stampede scored four goals during a Saturday home game, every fan in attendance could receive a free sandwich by downloading the CFA app and opening it within the geo-fenced arena. This was also blended with other sponsorship elements within the partnership to strengthen the brand in other areas of the fan experience, particularly with children, through school visits and the Kids’ Captain of the Game program. The campaign bridged digital engagement, community partnerships, and sports fandom for powerful results. Notably, the Sioux Falls Stampede consistently leads the USHL in attendance, averaging 3,000–4,000 fans per game, with top games exceeding 11,000 attendees, maximizing the brand’s reach and visibility
Challenges
CFA Empire Place needed a creative and resource-efficient way to boost local app downloads while showing up as an authentic, energetic community partner.
App usage was lagging locally despite strong store traffic.
It had to tie seamlessly into the fan experience without distracting from the game.
The promotion needed to be fun and simple enough for immediate audience participation.
Results
Bethany built a gamified promotion centered on real-time sports momentum, turning every Stampede goal into a potential win for the crowd.
With geo-fencing in place, the free sandwich offer was exclusive to fans inside the PREMIER Center, creating urgency and local app engagement.
As the team approached the 4-goal mark, anticipation built throughout the arena. In-game graphics showed a red CFA puck moving toward the net, while the announcer reminded the crowd just how close they were to earning free CFA. When the fourth goal was scored, sandwiches rained down on the video board, and the announcer encouraged everyone to open their app, triggering a personalized “Go Herd!” message from Empire Place and automatically adding a sandwich to their rewards.
Players weren’t left out either. Stampede athletes were invited to redeem their own free sandwich at the store the following week, and many did.
The campaign extended into schools as well. During team visits to schools to read, every child received a free Kids Meal coupon from CFA, reinforcing the brand’s connection to young fans. Bethany also launched a Kids Captain of the Game program, where selected children received CFA swag and got to kick off the game by shouting “Let’s play hockey!”, a moment they wouldn’t forget. All of this was executed by Bethany as a single-person marketing team, in tight collaboration with the Stampede’s game day operations staff.
The Solution
The Benefits
Real-Time Excitement
Fans became emotionally invested in both the game outcome and the CFA reward.
Cross-Channel Integration
The campaign lived beyond the arena, connecting in-store, in-app, and in-community.
Local Tech Adoption
Tied app downloads to a clear incentive, making mobile engagement feel valuable.
Family-Centric Brand Loyalty
Focused activations with kids and schools built long-term brand trust.
Cross-Demographic Reach
While the campaign effectively targeted core fans, it also reached previously
untapped audiences, including:
- First-time guests
- Competitor loyalists
- Wide range of local demographics
This was especially valuable as CFA continues its early-stage brand education
in South Dakota, still within its first five years in the market.