Case Study: Marlins & Weekend Fans 2010

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Case Study: Marlins & Weekend Fans 2010

  1. 1. rbb Looks BeyondTraditional Audiences to Drive Business Results
  2. 2. CASE STUDY
  3. 3. Challenge
  4. 4. Engage Moms to Createthe Marlins Weekend Fan
  5. 5. Campaign Objectives
  6. 6. Increase Saturday attendance by 20%Generate 50 million media impressions
  7. 7. Strategy
  8. 8. Expand Marlins media presence from the sportspages to the entertainment and family listings
  9. 9. Creative Tactics
  10. 10. Feature family value messaging.
  11. 11. Leverage celebrityappeal to put Marlins onthe HOT list
  12. 12. Create online community using viral media toshare quirky mascot sightings, video uploads and links to Super Saturdays
  13. 13. Results
  14. 14. 250 million media impressions (5x goal)
  15. 15. Increased Saturday attendance by 38% Birth of the weekend family fan

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