2017 Giants Integrated Campaign
The 2016 Giants had a storied start, boasting 4 All-Stars and giving fans hope for a 4th World Series Championship in 6 years. Then they completely collapsed in the 2nd half — barely making the Post Season — and getting beat out by the eventual 2016 World Series Champs, the Chicago Cubs. To keep fans interested for the 2017 season, we knew we needed to entice them with more than the promise of wins. So we took a different approach that was born out of our research, pitching AT&T Park as The Ultimate SF Experience.
Our research revealed two key findings: The promise of the ultimate SF experience at AT&T Park — the people, the views, the food, the party — makes fans want to attend more games. And that casual fans tend to go to the same kind of game over and over: just Sunday games, or just Friday games, just Tuesday games, etc.
This year's "We are SF" campaign celebrates the pride and passion of being a Giants fan and all that the orange embroidered SF logo represents. Featuring iconic photography and video, this year’s campaign presents emotional moments with an elegant design aesthetic that makes a definitive statement: SF is the city of Giants. And on game day, players and fans gather together in the heart of the city to experience something magical, something quintessentially San Francisco. To bring this to life in an engaging way (and recognizing the importance of the Giants 3.2 million Facebook followers), we created a series of interactive films showing the experience of going to Giants games on different days of the week. Each film gave fans a critical decision to make at the peak of the story via YouTube's clickable video players. The viewer’s choice determined the ending of the stories.
Despite tying for the second worst season in the Giants franchise history, the 2017 fans stayed true. More than 3.3 million of them attended games this year. Down less than 2% from last year. And still selling out every game through mid season.
If you've been anywhere in San Francisco since March 2017, it would've been hard to miss our outdoor campaign. We wrapped trains and busses and draped a ton of banners on street lights as well as the ballpark itself.