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Washington Nationals

Washington Nationals

Connect with Washington D.C.’s inherently transient population and help to push the Washington Nationals’ attendance numbers in line with its on-field success.

Situation

Entering their 10th season in Washington and coming off of a second playoff birth in three years, the Nationals were solidifying themselves as a powerhouse in the National League. The team was looking to grow the bond with their fans and raise attendance figures from 2.6 million to 3 million fans in 2015.

Solution

Bring a baseball mentality to a town with little baseball tradition. While previous marketing efforts focused solely on the players and product on the field, our campaign opened up the aperture on the team and showed the multifaceted relationship that exists between a baseball team and its fans. Nationals Stadium is where all of D.C. comes to play. By featuring specific moments — spanning from intense to emotional to fun — we laid the foundation for work that celebrated the team’s ten years in D.C.

Results

The “Ten Years of” campaign drove an entire calendar year of in-stadium promotions, including bobble-heads, garden gnomes and theme nights revolving around the top moments of the team’s first ten years. Social traction was immediate, with fans using the #NAT10NALS hashtag more than 400 times during a typical game. Early ticket sales numbers projected ahead of last year, and season ticket renewals grew by 19%.

Increase in Campaign Hashtag Usage
19% Increase in Season Ticket Renewals
Increase in Ticket Sales