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Case Study: Marlins & Weekend Fans 2010

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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