After a rousing first season, the Sounders FC had a goal of renewing 90% season ticket holders for the 2010 season. Instead of simply asking fans to renew, we serenaded them. We created sounderserenade.com where fans could hear players sing to them, experience interactive videos and learn about season ticket renewal. We also sent hundreds of "Roger Levesque sings" CDs to season ticket holders from the previous season. The result? A lot of people talking about how terrible the Sounders sing, how funny the campaign was, and most importantly, 100% season ticket renewal for the 2010 season. Not to mention Roger Levesque, a low-profile player, became a local celebrity sensation.
Campaign helped win the 2010 Sammy award.