Business Challenge As the Indians headed into the post season, attendance was at an all-time low.
Strategy To excite fans we teamed with popular players Mike Aviles, Jason Giambi, Yan Gomes and Ryan Raburn to create the Goon Squad campaign to rally fans around the team.
Results This campaign featured Apparel, PR and Social Media that quickly went viral as fans and media partners began sending in their pics of the famous pose. The media camped outside of the store waiting to announce new shirt deliveries and ticket sales sky rocketed for the team as they headed into the 2013 MLB playoff run.
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