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A New Era of Loyalty for the Bills: Between 2018 and 2024, the Buffalo Bills aimed to deepen their connection with fans, not only in Buffalo but throughout the region. Watson Creative partnered with the Bills to create “My One Buffalo”, a loyalty program designed to offer exclusive experiences and foster a sense of community among fans. This initiative brought fans closer to the team, enhancing their game-day experience and strengthening the Bills’ presence in the community.
Enhancing Fan Engagement Across Regions: As Buffalo’s professional sports teams sought to increase attendance and fan engagement, they faced challenges in attracting fans early to events and offering unique experiences.
Community and Regional Engagement: With competition from other sports franchises and community interests, the Bills needed a strategy to stand out and bring fans together.
Strategic Loyalty and Community Solutions: Watson Creative developed “My One Buffalo,” a portal uniting fans of the Bills and other local sports teams. By focusing on digital and in-person experiences, Watson aimed to create a seamless connection between the teams and their loyal supporters. This included rewards for tailgating, participation in local events, and opportunities for unique interactions with the team.
My One Buffalo Portal and Creative Strategy: Watson crafted a loyalty program offering fans access to exclusive game tickets, team content, and unique experiences such as flying on the team jet or meeting players. The platform rewarded fans for early arrivals, tailgating, and community engagement, enhancing the overall fan journey.
Community and Event Experiences: The initiative extended into the community, integrating fun runs, local event participation, and fundraising for charities. This approach reinforced the Bills’ commitment to community development, which increased parking revenue and season ticket holders.
Watson’s initiatives led to significant improvements in fan engagement and loyalty. The My One Buffalo program facilitated deeper connections, with fans actively participating in both digital and live events.
Increased Fan Participation: The Bills’ brand presence was strengthened, fostering a vibrant community of passionate supporters and enhanced financial performance.
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.
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