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The Challenge: Balancing Legacy with Modern Engagement
The University of Miami Hurricanes boast a storied legacy in collegiate sports, spanning their iconic football program to their celebrated baseball team. However, with a fan base that ranged from current students to alumni spanning decades, engaging all demographics required a thoughtful and modern strategy. Watson took a hands-on approach, beginning with primary research that included interviews with students, alumni, athletes, and community members to identify what fans valued most about the Hurricanes.
Watson crafted a comprehensive engagement platform that celebrated the Hurricanes’ rich traditions while embracing cutting-edge strategies. Fans could earn points for attending games, purchasing merchandise, and interacting with the team digitally. Exclusive rewards, such as meet-and-greets with players and limited-edition gear, created excitement and gave fans tangible reasons to deepen their connection. Immersive content brought Hurricanes history to life, with videos highlighting championship moments and player triumphs. Personalized messaging ensured every segment of the fan base—from students to alumni—felt directly engaged.
The campaign resulted in a 20% increase in fan loyalty and an 18% boost in game attendance. Merchandise sales also rose by 22%, driven by exclusive loyalty program offerings. Digital engagement surged as fans embraced new ways to interact with their favorite teams. Teams seeking to replicate this success should prioritize understanding their audience through direct feedback, reward loyalty with meaningful experiences, and use storytelling to foster a stronger emotional connection.
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.
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