CHALLENGE:
Execute a Series of Regional Events with Consistency.
To highlight its sponsorship as the Official Lawn Care Provider of Major League Baseball, Scotts Miracle-Gro was faced with the challenge of activating multiple stadium venues during “Opening Day” week to register home team fans within its Turf Tips email program.
ILLUMINATION:
Nothing is more exciting for sports fans of all ages than the opening day of baseball season. Every team is in first place and hope is eternal. Although it may be all fun and games on the field, activating multiple venues with efficiency can be frustrating.
APPROACH:
Delivering a consistent brand experience across 8+ venues is most often dependent on temporary event personnel unfamiliar with the brand. To ensure a high-level and interactive execution, we wanted to take the clipboard out of the hands of the part-time staff.
We created a baseball themed digital game that fans would play for the chance to instantly win team merchandise just with registering a valid email. The game minimized the role of the Brand Ambassador as it delivered a consistent user experience that integrated the benefits of Turf Tips.
SUCCESS:
We hit it out of the park! Registrations were up from the prior two years as our turnkey digital process accelerated sign-ups, and the instant win game increased opt-in percentages. Best of all, the one-voice strategy of the digital platform delivered consistency with each consumer engagement whether it was at Yankee Stadium, Great American Ballpark in Cincinnati or any of the other participating MLB venues.