San Francisco Giants Contribute to Sell Out Streak with “Dynamite” Campaign

 
 

San Francisco Giants Contribute to Sell

Out Streak with “Dynamite” Campaign

 
 

OBJECTIVE: The Giants were looking to produce a unique viral video in order to promote their brand through an unorthodox platform, gain new, non-traditional sports fans and sell tickets for a challenging game during their 2011-2012 season.

 

 
PROGRAM: The San Francisco Giants produced a music video to be featured during their home games as well as online. With hopes of the video going viral, the Giants partnered with YouTube phenomenon Keenan Cahill and featured numerous players from their 2011 World Series team. Simultaneously, they also created a ticket offer that they dubbed the “Dynamite” deal. The offer featured tickets to a late May game that the Giants typically had difficulty selling out in past years. Proceeds from tickets sold to this game went to Keenan’s cause, raising money to help him in his struggle with Maroteux-Lamy Syndrome. In using  both the video and special event nature of the game, the Giants looked to sell enough tickets to continue their sell out streak.
 

 

RESULTS: To date, the Giants viral video has gained over 3,000,000 total views. The club was able to sell out their proposed game, keeping their sell out streak alive. Finally, with the proceeds from the “Dynamite” offer, they were also able donate $10,000 to Keenan Cahill’s cause fund.
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