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Strengthening the Cardinals’ Fan Connection: In the midst of striving for competitive excellence, the Arizona Cardinals sought to deepen their relationship with fans and enhance their brand presence. Watson Creative partnered with the Cardinals to design a loyalty program and creative strategy that would resonate with the diverse fan base in Phoenix. By implementing a multifaceted approach, the Cardinals successfully maintained strong ties with their supporters, setting the stage for continued growth and fan engagement.
Growing Fan Base and Enhancing Engagement: Despite a strong 13-3 season in 2015, the Cardinals faced challenges in expanding their fan base and maximizing attendance at State Farm Stadium.
Market Competition: With the Phoenix market saturated with other sports franchises, the Cardinals needed to stand out and create compelling reasons for fans to engage more deeply.
Strategic Loyalty and Engagement Solutions: Watson Creative developed a loyalty portal and comprehensive fan engagement strategy. By focusing on both digital and in-person experiences, Watson aimed to create a seamless connection between the Cardinals and their diverse audience. This included interactive experiences, exclusive content, and personalized rewards.
Loyalty Portal and Creative Strategy: Watson crafted a loyalty program that offered fans exclusive access to team content, game tickets, and unique experiences, all accessible through a user-friendly portal. This initiative was designed to reward fan loyalty and encourage participation across various touchpoints.
Engaging Collateral and Experiences: The introduction of printed materials and fan experiences further solidified the Cardinals’ brand identity, integrating both on-ground and online elements to provide a cohesive fan journey. These initiatives fostered a sense of community among fans, enhancing their overall engagement with the team.
Insight: The integration of traditional loyalty elements with innovative engagement strategies proved crucial. This balanced approach ensured long-standing fans felt appreciated while attracting new supporters.
Watson Creative’s initiatives led to significant improvements in fan engagement and loyalty. The loyalty program strengthened the Cardinals’ connection with their fan base, with increased attendance and active participation in team events.
Enhanced Market Presence: The Cardinals’ brand presence grew in the Phoenix market, fostering a vibrant community of passionate fans.
“Collaborating with the Arizona Cardinals allowed us to create a unique loyalty platform that truly resonated with their 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.
