We took fan conversations from the touchscreen to the big screen.
Let’s face it: Fans love to talk about their team. But in the age of experiences, they also want to talk to their team. The Philadelphia Phillies collaborated with Merit to launch a social media experience at Citizen Bank Park that brought fans closer to the game with dynamic displays of real-time posts from the ballpark.
Market Reality
Social media has become one of the best ways for sports teams to engage with their fans, but the Phillies felt they could do more by bringing fans' social conversations into the experience of game day.
Market Opportunity
Philadelphia fans are passionate about being heard. Merit developed a custom application to harness the energy of Phillies fans on social media by displaying their conversations all around the ballpark. Using the application, fans can post social media content and almost immediately see it come alive on the display.
Invention Strategy
Merit helped the Phillies marketing department take its social media a step further by creating an immersive digital cafe in Ashburn Alley. This space allows fans to enjoy the game in a luxe lounge area, complete with phone chargers and sweeping views of the park that now includes a front row seat to the larger conversation taking place in the fan community.
We think we have the best social display in the game, and we’ve gotten a good amount of feedback to support that.”
Michael Harris, Director, Marketing and Special Projects, PHILLIES
RELATED
INSIGHTS
What is Market Invention?
It's the new era of marketing.
Market Invention is the process of creating and maintaining market dominance by leveraging insight, purpose, position, and experience to establish, grow, and maintain customer and company value.
The Confidence Market
Thanks to COVID-19, we're all relearning how to do the things we were once experts at. Fast learners know that confidence makes all the difference.
COGNITIVELY COVID: The CEO Guide to Fear
Invention can save us all, but fear is invention’s nemesis. Fear hits you in the survival gut when you’re white-knuckling through rapidly changing, uncontrollable circumstances (like now) and you’re paralyzed by the next minute.
COGNITIVELY COVID: The CEO Guide to Denial
Now, in the time of COVID-19, as we all feel the need to move fast, CEOs might want to be especially mindful of biases, especially the biases that support denial and impede invention during crisis.
COGNITIVELY COVID: The CEO Guide to Acting Fast
You’ve likely heard the term “first movers” in the context of new sector growth. Moving first to take advantage of opportunistic pathways thanks to COVID-19 is almost a new sector unto itself.
The 10 Truths of the COVID-19 CEO
At this point, many of us have been on lockdown for at least eight weeks—and during that time, COVID-19 has left its mark on nearly every sector. In the midst of loosening lockdowns and tightening restrictions, dropping infection rates and second waves, CEOs must adjust to new truths in changed industries. During many conversations with my peers, a few of those truths have surfaced time and again.
