The Boston Red Sox digital strategy presentation focuses on using their 2013 World Series championship to increase attendance and merchandise sales. The target audience is New England fans who find games too expensive. Key goals are selling out all 81 home games, especially in April and May. Tactics include using social media like Instagram and Twitter to capture the game experience and offer promotions, with a $500,000 budget for social media from the $2.5 million allocated to digital marketing from the $6.1 million marketing budget.