2. rbb Looks Beyond
Traditional Audiences
to Drive Business
Results

3. CASE STUDY

4. Challenge

5. Engage Moms to Create
the Marlins Weekend Fan

6. Campaign Objectives

7. Increase Saturday attendance by 20%
Generate 50 million media impressions

8. Strategy

9. Expand Marlins media presence from the sports
pages to the entertainment and family listings

10. Creative Tactics

11. Feature family value messaging.

12. Leverage
celebrity
appeal to put
Marlins on
the HOT list

13. Create online community using viral media to
share quirky mascot sightings, video uploads and
links to Super Saturdays

14. Results

15. 250 million media impressions (5x goal)

16. Increased Saturday attendance by 38%
Birth of the
weekend
family fan