rbb Looks Beyond Traditional Audiences

to Drive Business Results

CASE STUDY

Challenge

Engage Moms to Create the Marlins Weekend Fan

Campaign Objectives

Increase Saturday attendance by 20%

Generate 50 million media impressions

Strategy

Expand Marlins media presence from the sports pages to the entertainment and family listings

Creative Tactics

Feature family value messaging.

Leverage celebrity

appeal to put Marlins on

the HOT list

Create online community using viral media to share quirky mascot sightings, video uploads and

links to Super Saturdays

Results

250 million media impressions (5x goal)

Increased Saturday attendance by 38% Birth of the weekend family fan