140: The Mystery Pack Promo That Sold 700 Opening Day Tickets in November
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Nov 26, 2025
Discover the intriguing case of a minor league team's 'mystery pack' promotion that remarkably sold 700 opening day tickets months in advance. Explore the four key levers of success: price, surprise, giftability, and game-specific demand. Learn how perceived value can transform mystery into excitement while ensuring low-risk purchases. Jeremy shares creative templates for themed packs that can double as gifts. Plus, find out how to stir up hype for key game nights and measure the true impact of your strategy.
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Mystery Pack Sales Story
A minor league team sold nearly 700 opening-day tickets in November by bundling tickets with mystery merch.
They moved 100 packs at $50 and 70 more at $40, pre-selling hundreds of April tickets months early.
insights INSIGHT
Four Levers Behind The Win
The promotion works because it hits four levers: price, surprise, giftability, and game-specific demand.
Those levers turn unknown extras into fun upside while the core experience stays risk-free.
volunteer_activism ADVICE
Make The Base Offer Irresistible
Ensure the base offer passes the "no-brainer floor" test so fans can justify the buy instantly.
If the core offer isn't solid without the mystery, fans will hesitate and the promotion will underperform.
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In this episode, Jeremy breaks down one of the strangest ticket offers he’s ever seen—a “mystery pack” that moved nearly 700 opening day tickets months before first pitch. He unpacks why fans lined up to buy something they couldn’t fully see, using four key levers: price, surprise, giftability, and game-specific demand. You’ll walk away with plug-and-play mystery pack ideas you can adapt for your team this season.
Key Topics Covered
The “Mystery Pack” Breakdown – How a minor league team sold 100 packs at $50 and 70 more at $40, pre-selling almost 700 opening day tickets in November.
The 4 Levers That Make It Work – Price, surprise, giftability, and game-specific demand—and how each one lowers friction and boosts perceived value.
The No-Brainer Floor Test – Why your base offer (even without the mystery items) has to pass a simple, “Would I buy this anyway?” sniff test.
Designing Smart Surprise – How to keep the experience known and only make the extras mysterious so the offer feels fun, not risky.
Turning Packs into Perfect Gifts – Structuring bundles that can go under the tree, into a stocking, or become an easy “one and done” gift for families, dads, or grandparents.
Game-Specific Demand & Early Momentum – Using mystery packs to pre-sell your keystone nights (Opening Night, fireworks, theme nights, etc.) and build urgency months in advance.
Ready-to-Use Mystery Pack Templates – Kids Holiday Pack, Father’s Day Dad Box, Theme Night Mystery Pack, and National Ice Cream Day bundle you can copy and customize.
Guardrails So It Doesn’t Backfire – Avoiding junky merch, setting quantity limits, nailing fulfillment, and tracking new buyers, usage, and per caps to prove ROI.
Episode Chapters & Timestamps
00:00 – Introduction to the Mystery Pack Promotion
01:21 – The Offer That “Shouldn’t Work”… But Does
07:06 – The Four Key Levers: Price, Surprise, Giftability, Game Demand
13:53 – Pre-Selling Opening Night & Keystone Games
19:54 – Plug-and-Play Mystery Pack Ideas You Can Steal
23:37 – Guardrails, Metrics, and Final Checklist
Call to Action
Testing a mystery pack this season—holiday, Father’s Day, theme night, or something wild your GM dreamed up? Jeremy wants to see it. Send your offer, pricing, and results his way, or head to SportsMarketingMachine.com to schedule a call and workshop your own mystery bundle that makes fans say, “I don’t totally know what’s in it, but I’d be dumb not to buy it.”
Sports Marketing Machine Podcast