How to pick a trigger event fans care about.

The trigger event is what brings money back to the fan. Pick a good one and the offer explains itself.

What makes a good trigger event

• It fits in one line. “If the Wolves win.” “If Ant scores 40.” If it needs a footnote, pick another.
• Everyone can see it. The result is public and final, decided in the game itself.
• It matches the purchase. A star’s jersey pairs with that star’s big night. A ticket pairs with a home win.
• It happens soon. The best trigger events land within days of the purchase, while fans are still excited.

How often it happens matters

Home wins happen a lot; hat tricks don’t. The more often a trigger event happens, the more the coverage costs, and the smaller the share it makes sense to give back. Rare trigger events can carry bigger offers: “If he scores a hat trick, you get 100% of the jersey back.”

Ideas to start with

• The home team wins.
• A star hits a milestone: 40 points, a home run, a goal.
• The team scores first, or wins by 10 or more.
• For festivals and shows: it rains, or the encore runs past midnight.

COVR suggests trigger events for each game and each purchase, so you pick from trigger events that already fit. See how it works.