The Cardinal Nation blog

Brian Walton's news and commentary on the St. Louis Cardinals (TM) and their minor league system

LockerDome is on the rise

The subject of LockerDome has been on my writing to-do list for some months. It was there for two reasons – one positive and the other less so.

The social media site is focused on bringing professional athletes together with fans, especially those in the 18-to-34 year-old male demographic that is so desirable to many advertisers.

LockerDome first caught my attention when I read back in March that Cardinals president Bill DeWitt III is among its investors. Perhaps that is not surprising since LockerDome’s co-founder and CEO is St. Louis native Gabe Lozano.

Outsiders, including other unnamed members of the Cardinals ownership group and members of the Milwaukee Brewers ownership team, are among those who have committed $8 million in venture capital to the privately-held firm.

LockerDome is very active on Twitter and Facebook, but in a way that I find subversive. You cannot do much on the site without letting LockerDome set hooks into your social media accounts. They sponsor regular drawings of signed items from players – an effective method to attract new eyeballs.

However, one very frustrating element is that when people enter the contests, they receive five to 10 times more entries if they allow LockerDome to hawk themselves through the entrant’s Facebook and Twitter accounts.

As a result, here is what happens when there is a Cardinals-focused drawing. Countless tweets – all the same, which tout the drawing – spam the #stlcards hashtag on Twitter. Ostensibly they were initiated by those entering the contests sharing how cool the drawing is, but they primarily spread the LockerDome gospel.

One current offer is for a Matt Carpenter-signed bat. Other recent promotions featured Jon Jay and David Freese.

On Tuesday, Adweek ran a major profile article on LockerDome. It is worth reading if you are interested in learning more about a potential upcoming force in a changing media environment.

Follow me on Twitter.
Follow The Cardinal Nation Blog on Facebook.

7 Responses to “LockerDome is on the rise”

  1. blingboy says:

    A number of years back, before social media really took off I guess, I used to have to regularly divert somebody’s emails right to spam due to the annoying habit of sending or forwarding something they found interesting or funny to everyone in their address book. The main benefit of social media to me is that hardly anybody does that anymore. Scrolling through my spams now and then, I see some of them are still at it though, years later.

    I am on facebook but I don’t have any friends, I like it that way. I have had to auto divert all of those friend request and ‘do you know’ emails right to spam. I did go on recently to wish one of my brothers happy birthday. Somehow, that is probably getting my spam folder deluged.

    I don’t use twitter at all.

    I am 100% sure that lockerdome does not bring athletes together with fans in any sort of way I would be interested in.

  2. gabelozano says:

    @Brian – Thank you for the coverage of LockerDome as well as the constructive feedback; both are appreciated. Feel free to reach out to me anytime to discuss deeper the contests or any other topic – gabe [at] lockerdome [dot] com.

    • Brian Walton says:

      Gabe, thanks for stopping by. I hope you can strike a more optimal balance between repetitive self-promotion and the expected publicizing of a growing business. Good luck in the future.

    • Brian Walton says:

      P.S. I helped get out the word on the early drawings through The Cardinal Nation message board. After all, folks like to win good stuff. However, I stopped when the message escalation began.

      One simple and fast alternative would be to remove the #stlcards hashtag from your auto-generated tweets. That way, those who already follow your contest entrants would still see the tweets, but the rest of us would not be subjected to reading the same canned tweets over and over.

      I am sure you initially preferred the latter, but as you have probably seen, there has been quite a backlash against using Twitter for advertising. Granted, it is a fine line that may be on shifting sands.

Leave a Reply

You must be logged in to post a comment.