Sounders FC : Sounders Serenade
Integrated renewal campaign

Brief
After a rousing first season, the Sounders FC had a goal of renewing 90% of 2009 season ticket holders for the 2010 season. They also wanted to excite the fan base in a refreshing way never before seen in season ticket renewals.

Execution
Instead of asking them to renew, we serenaded them. We created sounderserenade.com, a mini site where fans could hear actual players players sing to them, as well as experience interactive videos and learn about season ticket renewal. We also sent out hundreds of "Roger Levesque sings" CDs to season ticket holders from the previous season as an added incentive.

Result
A lot of people talking about how terrible the Sounders sing, how funny the site and CDs were, and the best part ? 100% season ticket renewal for the 2010 season. Not to mention Roger Levesque, a low-profile player, became a local celebrity sensation and the campaign helped win the 2010 Sammie award. Blam.