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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

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Case Study: Marlins & Weekend Fans 2010