The Grand Rapids Drive (now Grand Rapids Gold) basketball team was hoping to up their attendance with a new marketing campaign during their 2019-2020 season. The campaign drove an 8% attendance increase, despite a shortened season due to COVID. In partnership with Lead Marketing Agency and under creative direction of Eddie Bullinger, I created the campaign creative.
The digital OOH focused on selling seats in the week leading up to the game, with billboards reading: Friday, Saturday, Tomorrow, and Today.
We coupled the OOH campaign with a series of interactive digital ad and landing page campaigns, prompting users to vote on their game day favorites (mascot vs. dancers, nachos vs. elephant ears, etc.). We also paired this with social media strategy and creative.