Challenge:Pack the house for the New England Black Wolves’ inaugural season in Connecticut, kicking off in the heart of winter.
Obstacles:New team and new sport for the state. Limited budget to activate ticket sales all season long.
Approach:Leverage Black Friday and the Howlidays as opportunities to give the newest gift in town. On-air interviews and promotional segments activated trial with ticket giveaways while social sharing created fans before the first game.
Results:Nearly 5,000 cheered the Black Wolves to victory at their first game as a Connecticut team. Attendance was 50% higher than average for the team’s former location.