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.
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.
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.