PROBLEM: Fans weren’t showing up, because they didn’t think it mattered.
UNDERTHINK IT: Fans make a difference. We created a dialogue between fans and players with the time honored tradition of holding up signs at the park.
“Case Study”
The 2008 Chicago White Sox were throwbacks to another era. To launch our campaign, we created handmade, limited edition posters for every player that embraced the poetry of the game and their unique role on the team. At SoxFest, fans grabbed these signs and waited in line for hours to get them signed by their favorite players.
These posters were the beginning of a year long campaign that created a unique experience between fans and the players.
