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A Legacy of Excellence Meets Modern Innovation
The San Francisco 49ers are one of the NFL’s most storied franchises, celebrated for their championship legacy and unwavering fan loyalty. With the move to Levi’s Stadium in Silicon Valley, the 49ers faced an important challenge: how to maintain their rich traditions while engaging a broader, tech-savvy audience.
Watson partnered with the 49ers to reimagine their membership strategy and build the Faithful 49 campaign—a comprehensive initiative that unified fans under one powerful proposition: loyalty, pride, and a deeper connection to the team. This collaboration spanned every facet of fan engagement, from grassroots campaigns to premium experiences.
When the 49ers moved into Levi’s Stadium, they sought a bold new approach to fan engagement that would match the state-of-the-art venue. Watson answered the call with the Faithful 49 Campaign, a multi-faceted initiative that celebrated the 49ers’ legacy while embracing innovation. Central to the campaign was the creation of a digital portal designed to feel personal and nostalgic—modeled after a letterman’s jacket. The jacket featured virtual patches representing milestones and achievements, turning the fan journey into a badge of honor. Each season, 49 physical patches were awarded to the top-scoring fans, creating a tradition that has become synonymous with being part of the “Faithful.”
The campaign wasn’t just about appearances; it was about fostering genuine connection. Watson developed an AI-driven loyalty program that rewarded fans for their engagement, from attending games to purchasing merchandise and participating in community events. The platform’s tailored approach ensured every fan, whether a long-time season ticket holder or a first-time visitor, felt valued. Beyond individual fans, Watson introduced exclusive corporate membership offerings, featuring luxury suite access, private networking events, and personalized content.
To bring the Faithful 49 Campaign to life, Watson produced high-impact videos that captured the essence of the franchise. Featuring iconic players, coaches, and behind-the-scenes moments, the videos ran across digital platforms, in-stadium screens, and social media, becoming rallying cries for fans. These elements weren’t just enhancements—they were cornerstones of a strategy that blended creativity and technology.
The results reflected the depth of the campaign’s impact. Corporate memberships increased by 23%, and early game attendance surged by 40%, contributing to an impressive 89% boost in food and beverage revenue. Season membership renewals rose by 17% year-over-year, demonstrating the platform’s ability to cultivate enduring loyalty. Digitally, fans engaged with the platform like never before, with website dwell times increasing by 300%, averaging 6.5 minutes per session. By October 2018, the platform had surpassed its ambitious goal of 2 million users for the season, proving the power of Watson’s comprehensive strategy to both honor tradition and build for the future.
Through creativity and innovation, Watson turned the Faithful 49 Campaign into a lasting part of the 49ers’ culture, uniting fans in their passion and setting a new standard for what it means to be part of the Faithful.
“As a lifelong football fan, working with the 49ers to build the Faithful 49 campaign felt deeply personal. It was about more than creating a membership strategy; it was about celebrating what it means to be a fan of one of the most iconic teams in sports. Seeing the fans embrace this campaign with so much enthusiasm was incredibly rewarding.”
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