How the Anaheim Ducks Turned SMS into a Winning Play with Attentive

The Ducks’ SMS program goes from the bench to the big leagues with Attentive

Before teaming up with Attentive, the Anaheim Ducks were running an SMS program managed by a different vendor that was making it difficult to keep up with their evolving marketing needs. Their SMS efforts were mostly “batch and blast,” meaning any follow-up actions required manual work for the team—something that became increasingly unsustainable as their strategy matured. This lack of automation and integration meant that creating any marketing campaign was labor-intensive and inefficient, especially as they looked to improve their eCommerce and arena initiatives. They needed a solution that could integrate smoothly with their existing systems, automate processes, and ultimately, drive better results.

The Ducks evaluated several vendors, but Attentive stood out due to its comprehensive feature set and ability to address the specific pain points they were experiencing. The free trial process began with a thorough exploration of Attentive’s capabilities, and it showcased its strengths: an amazing support team that handled complex asks with ease, a robust selection of automated journeys, and the ability to integrate seamlessly with their existing systems. It was clear that Attentive was the solution they needed.

“Attentive blew other competitors out of the water when we were discussing terms and what we could do and couldn’t do with the platform."
- G.M. Ciallella, Digital Marketing & Analytics Manager, Anaheim Ducks

Hitting every goal with targeted messages and advanced segmentation

The Anaheim Ducks kept several KPIs top of mind to measure the success of their SMS program with Attentive. Revenue was the primary KPI, with a significant focus on driving sales through their online team store and ticketing initiatives. Additionally, they monitored engagement metrics such as open rates, click-through rates, and opt-in rates.

Once fully onboarded, the Ducks saw improved engagement and ROI quickly. Ecommerce revenue for their team store through SMS dramatically increased compared to previous years.

“Two years ago, it was probably 3:1 e-mail to SMS revenue. Now it’s the exact opposite."
- G.M. Ciallella, Digital Marketing & Analytics Manager, Anaheim Ducks

And when it came to list growth, Attentive’s tools made capturing new subscribers a breeze, all while ensuring full compliance.

One of the Ducks’ key plays in this strategy is using text-to-join sign-up units. These units are strategically placed in high-traffic areas like in-arena promotions, digital channels, and game-day guides, making it effortless for fans to join the Ducks’ SMS roster. Whether it’s during a game or through an online promotion, these sign-up units are tailored to specific events and campaigns, bringing fans into the fold and keeping them connected long after the final buzzer.

A key factor in this success was also Attentive's advanced segmentation capabilities. With dynamic segments that didn’t require manual setup, the Ducks could easily send far more targeted campaigns, keeping fans engaged and driving sales. And the automated journeys working in the background became a consistent revenue stream—effortless to activate and always delivering results.

The welcome journey for new subscribers offers a 15% discount to fans who join the Ducks’ SMS program through their team store website. This flow is a driver of revenue that far exceeded expectations for the Ducks.

Texting plays that score big

Custom integrations have played a key role in the Ducks’ success with Attentive. A standout example is the enter-to-win polling system that Attentive helped build. This system was a game-changer for their partnership campaigns. It not only allowed the Ducks to effortlessly manage entries and select winners, but it allowed for an automated subscription journey to begin without the hassle of manual work. By automating the process, they could run multiple collaborations with partners smoothly, resulting in hundreds of thousands of text-ins throughout the season and a strong opt-in rate that added even more fans to their SMS list. These integrations made their campaigns more efficient and effective, letting the Ducks focus on engaging their fans rather than managing the details.

“Not only were we seeing revenue increasing, but we saw a significant growth in our SMS subscriber list.”
- G.M. Ciallella, Digital Marketing & Analytics Manager, Anaheim Ducks

For example, they teamed up with California Pizza Kitchen to offer fans a free seven-inch pizza—just by texting a keyword during games. The goal was simple: Get 1,000 fans to text in, and everyone would get a coupon code sent to their phones and displayed on the scoreboard. The campaign was a slam dunk, generating over 75,000+ text-ins and giving their subscriber list a major boost. Thanks to Attentive’s seamless automation, this campaign ran smoothly and continued to drive engagement after the initial push.

Another highly successful standout campaign featured custom Vans shoes sold through the Ducks’ team store. With just one week to drive sales, the Ducks tapped into the power of Attentive’s platform to reach their fans quickly and effectively. The combination of Vans’ strong brand recognition and the exclusive, limited-time offer created a perfect storm of excitement and urgency. And by sending an MMS with eye-catching imagery and copy like “your only chance,” the Ducks sparked a sense of FOMO that had loyal fans rushing to buy. The results speak for themselves: a 159x ROI, 51% CTR, and 37% CVR—a major part of the overall digital campaign that helped the team earn a Stanley Award for best marketing campaign from the NHL!

Game day (or any day!), Attentive’s got the assist

For the Ducks, working with Attentive feels like a true partnership, not just a vendor relationship. The Attentive team has been consistently proactive and quick to respond, which is essential for a sports team with a packed schedule and games that often happen outside of standard business hours. Whether it's game day or a last-minute campaign tweak, Attentive has been right there, offering real-time support to keep everything running smoothly. This level of responsiveness means the Ducks can stay focused on other priorities, knowing Attentive has their back every step of the way.

“It truly feels like a team effort, rather than working with a vendor that leaves you on an island.”
- G.M. Ciallella, Digital Marketing & Analytics Manager, Anaheim Ducks

Results that speak louder than a goal horn

The Anaheim Ducks’ SMS program, powered by Attentive, delivers impressive results with an overall all-time program ROI of 28x. 

Their welcome journey stands out with a 279x ROI, 13% CTR, and 42% CVR, turning new subscribers into engaged customers almost immediately.

The browse abandonment journey sees a 201x ROI and 28% CTR, effectively bringing eyes back on the Ducks’ online store.

Even more impressive is the cart abandonment journey, which achieved an astounding 762x ROI, with a 19% CTR and a 47% CVR. This journey plays a crucial role in recovering lost sales, converting nearly half of the fans who initially abandoned their shopping carts.

And the post-purchase journey encourages repeat purchases, with a 124x ROI and 32% CTR, reinforcing long-term loyalty.

Overall, these automated journeys contribute to an all-time Journey ROI of 164x, showcasing the strength and efficiency of Attentive’s platform in driving real results.