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Objective


Inspire loyalty among season ticket holders and create buzz for the upcoming minor league baseball season.

Campaign Details


An imitation Wheaties cereal box using the Dragons Mascot, Heater, on the front of the box and call it “Heaties”. The box contained a sample of limited edition cereal, season tickets and owner’s manual, magnet and pocket schedule and a custom promotional key chain. The box was filled with information, such as opening day date, past player info and six puzzles and quizzes.

Results


92% retention rate for season ticket holders and increased over