Feld Entertainment partnered with Flowcode and iHeart Media to transform Tampa into a city-wide Monster Jam treasure hunt, rewarding fans who found a hidden Flowcode with an instant path to claim tickets.

Client Overview‍

Feld Entertainment produces some of the most recognizable live events in the world, from Monster Jam to Disney On Ice. With a multigenerational fanbase and a constant need to create buzz around new markets and tour stops, the team is always looking for activations that turn high-level awareness into real fan participation.

Challenge‍

Feld Entertainment wanted to drive buzz for Monster Jam Tampa with a real-world activation that rewarded fan discovery and captured first-party data, replacing a redemption process they had no way to track. Without visibility into who was claiming prizes, where engagement was happening, or whether codes were being used more than once, measuring success, and preventing duplicate redemptions, was nearly impossible.

Hiding Flowcodes Across a City‍

Feld printed 20 unique Flowcodes on envelopes and hid them across the Tampa area in partnership with iHeart Media. Each code gave the fan who found it an instant path to claim a 4-pack of Monster Jam tickets. The full experience was built in Flowcode's platform using the Hub Builder, which gave the team granular design control over a custom branded FlowHub where fans could track which codes had been found and learn how to participate. Submission limits ensured each code could only be redeemed once, eliminating duplicate claims automatically and giving the team full confidence in the integrity of the activation.

Results

• City-Wide Engagement: 1.27K fans engaged with the campaign FlowHub, following the hunt in real time.
• Controlled Scarcity at Scale: 20 unique Flowcodes deployed across Tampa, each enforcing a single-use redemption limit without any manual oversight.
• Airtight Prize Integrity: Smart rules eliminated duplicate entries automatically, saving the team operational time while protecting the prize pool.
• Immediate Platform Expansion: The activation's success led Feld to request FlowHub builder access for additional team members, signaling strong internal adoption from day one.

A Playbook for Live Event Marketing‍

This activation shows what becomes possible when a physical moment is designed to be measurable from the start. By pairing a compelling fan incentive with Flowcode's smart rules, the Hub Builder, and real-time tracking, Feld turned an entire city into a conversion channel. For live entertainment brands looking to build buzz that extends beyond the arena, this is the model to replicate.