Play Ball
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.
THE EXPERIENCE
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
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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.
HOW RESEARCH INFORMS MARKET INVENTION
When it comes to the Market Invention process, research is a critical component. It guides the entire process and uncovers data points and trends that can direct you to opportunities for Market Invention.