Brief: In 2007 we were asked to help launch a professional soccer team in Seattle. At that point they had nothing but a logo, not even coaches or players.
Solution: We believed if we built the soccer culture first, then the tickets and merchandise would sell themselves. Our rally cry, “Give Us Your Full 90,” challenged fans to be as engaged as the players every minute of the match. And our first stunt involved blanketing the entire city in Sounders scarves, which acted as tickets to the first match. We created massive rituals like marches to the match, and gave fans unique access to players and their personalities with renewal campaigns like “Sounders Serenade.”
Results: The Sounders have led the MLS in attendance, season ticket renewals, and merchandise since coming into the league. They are in the top 10 of soccer viewership in the world. Not to mention tons of press, and marketing awards for the programs over the 10 year span of our relationship with them.