Contact Us
Careers
FAQ
Revitalizing Fan Passion
The Kansas City Chiefs faced a critical juncture in 2012, with dwindling fan engagement and attendance at Arrowhead Stadium. Watson Creative embarked on a mission to transform the fan experience, crafting innovative loyalty systems and strategic campaigns that rejuvenated the Chiefs’ brand and rekindled fan passion. Situated in the heart of the NFL, the Chiefs needed a fresh approach to connect with a diverse fan base spanning Kansas City and beyond. By leveraging Watson’s technology stack and fan-centric strategies, the Chiefs saw a remarkable resurgence, with season ticket sales soaring by 112% and Arrowhead Stadium once again buzzing with energy.
Reigniting Fan Loyalty:
Facing a 2-14 record in 2012, the Kansas City Chiefs struggled with reduced fan attendance and engagement, compounded by their stadium’s remote location.
Disconnected Fan Base: A poor season performance led to a stark disconnect between the team and its supporters, with Arrowhead Stadium losing its home-field advantage. Fans were vocal about the team’s outdated image and the inconvenience of traveling to the stadium. Additionally, the name “Chiefs” seemed to lack modern appeal, further distancing potential new fans.
Community Engagement Workshops:
Watson Creative conducted immersive workshops with Chiefs’ executives and fans to identify core pain points and potential areas for engagement. This collaboration laid the groundwork for a strategy that would not only reconnect the team with its local community but also extend its appeal to a broader audience.
Innovative Loyalty and Engagement Systems:
Watson Creative developed a holistic fan engagement solution, focusing on revitalizing the Chiefs’ brand and enhancing their digital presence.
Loyalty Portal Development: A comprehensive membership and loyalty portal was launched, offering fans exclusive content, gamified engagement, and rewards for participation. By integrating Watson’s technology stack, the Chiefs were able to provide personalized fan experiences that were both engaging and rewarding.
Watson Creative’s strategic interventions transformed the Kansas City Chiefs’ brand, reinvigorating fan engagement and attendance. The 2013 season saw a remarkable turnaround with an 11-5 record, restoring Arrowhead Stadium’s reputation as a formidable venue.
Fan Experience Revitalized: By 2013, the Chiefs had regained their competitive edge, with fans actively participating in both digital and in-stadium activities. The innovative loyalty portal fostered long-lasting connections, enhancing the Chiefs’ brand presence within the community.
“Working with the Kansas City Chiefs was immensely rewarding. Seeing the fans’ renewed passion and engagement reaffirmed our belief in strategic, fan-centric approaches."
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.
