case study: marlins & weekend fans 2010
TRANSCRIPT
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rbb Looks Beyond Traditional Audiences
to Drive Business Results
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CASE STUDY
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Challenge
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Engage Moms to Create the Marlins Weekend Fan
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Campaign Objectives
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Increase Saturday attendance by 20%
Generate 50 million media impressions
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Strategy
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Expand Marlins media presence from the sports pages to the entertainment and family listings
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Creative Tactics
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Feature family value messaging.
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Leverage celebrity
appeal to put Marlins on
the HOT list
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Create online community using viral media to share quirky mascot sightings, video uploads and
links to Super Saturdays
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Results
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250 million media impressions (5x goal)
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Increased Saturday attendance by 38% Birth of the weekend family fan