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Engaging a Massive Fan Base
With over 600,000 passionate supporters, the Florida State Seminoles represent one of the most dynamic fan bases in college sports. However, managing such a large audience presented challenges in creating personalized experiences and maintaining a strong sense of community. Outdated loyalty programs and scattered engagement tactics left many fans feeling disconnected.
Florida State knew it needed a fresh approach that celebrated its tradition while embracing the latest in fan engagement strategies.
Watson worked closely with the Seminoles to understand the unique qualities of their fan base. By analyzing patterns in attendance, purchasing habits, and digital engagement, Watson created a targeted strategy that felt personal despite the massive scale.
Innovations included gamified loyalty rewards, interactive fan activities during tailgating, and digital campaigns celebrating Seminole history and traditions. Personalized promotions drove fans to concessions, while enhanced game-day experiences kept them engaged from kickoff to the final whistle.
Concession sales increased by 24%, and fan participation in game-day activities grew by 32%. The Seminoles saw a 12% boost in early attendance, directly contributing to a more energetic stadium environment. These numbers highlighted Watson’s ability to turn data into results while maintaining the heart of Seminole culture.
One Watson strategist reflected on growing up idolizing Seminole legends and watching the team with their family: “It’s been surreal to help a team that meant so much to me create moments for the next generation of fans.”
Build from insight. Strategy isn’t guesswork—it’s groundwork. We listen, research, and distill what matters to guide smarter decisions and set a solid creative direction.
Make it meaningful. From naming to narratives, we create content that speaks with purpose—rooted in truth, tuned to your audience, and built to connect.
Design for behavior. We craft digital experiences that are intuitive, scalable, and aligned with how real people move, click, swipe, and search.
Bring brands to life. Physical spaces, moments, and memories matter. We design experiences that feel human—and stay with you long after the lights go out.
Drive connection. Our marketing approach blends data and instinct—getting the right message to the right people, in ways that actually move them.
Partner on progress. We work alongside your team to solve real problems, shift thinking, and build internal alignment—without the agency ego.
