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New York Jets

New York Jets

The New York Jets needed to bring more fans to their new stadium and improve the experience on arrival.

Situation

After moving into the larger, more premium MetLife Stadium, the New York Jets had more seats to fill and more opportunities in the ultramodern stadium to tell their brand story.

Solution

To combat the notion that fans can simply watch the game from home, we created the “Destination: Gameday” campaign, which showed how the action, environment and experience at MetLife was unrivaled. We took an entire “driveway to driveway” approach, through which we highlighted and enhanced elements of the gameday atmosphere. Ticket sales drivers focused on a team ready to take flight, while an in-game video and graphics package ran on the stadium’s four-screen, 9-hour run of show.

Results

Ticket sales were up 22% over the prior year, with single game sales strongest in the key upper level of the stadium, which had been the most difficult tickets to sell. The team’s social media followers increased by 14% on Facebook and 19% on Twitter.

22% Increase in Ticket Sales
14% Increase in Facebook Fans
19% Increase in Twitter Followers