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Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
Case Study: Marlins & Weekend Fans 2010
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Case Study: Marlins & Weekend Fans 2010

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Transcript

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

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