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The 2014–15 NBA season was a difficult chapter for the Detroit Pistons. With a lackluster 32–50 record and six consecutive years without a playoff appearance, fans were losing interest, and the energy at home games was noticeably diminished. Attendance dropped, and merchandise sales flatlined, leaving the Pistons in need of a bold strategy to reconnect with their community.
The challenge wasn’t just about filling seats—it was about rebuilding trust and creating moments that fans would cherish. Detroit needed more than a quick fix; it needed a sustainable approach that redefined what it meant to be a Pistons supporter.
Watson’s partnership with the Pistons began with a deep dive into understanding the team’s unique culture. From its rich history to its loyal fan base, the Pistons had a story worth celebrating. Watson crafted data-driven marketing campaigns tailored to different fan segments, leveraging nostalgia for longtime supporters and excitement for newer audiences.
The team introduced interactive elements like pre-game contests and digital trivia challenges, encouraging fans to engage both at home and in the arena. Season ticket holders were rewarded with exclusive perks, including meet-and-greets with players, priority seating, and access to behind-the-scenes content.
The results were remarkable. Season ticket renewal rates soared to 98%, with fans citing the improved engagement as a key factor in their loyalty. Game-day attendance increased by 19%, and merchandise revenue jumped by 22.5%—a testament to the success of targeted promotions. But it wasn’t just the numbers that mattered; it was the renewed spirit in the stands. As one Watson designer, a lifelong Pistons fan, put it: “Hearing the ‘De-troit Basketball!’ chant echo again was a moment I’ll never forget.”
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.
