Case Study – MLB’s Padres Drive 1,005% Lift in Game-Day Foot-Traffic

INTRO

What started out as a preseason campaign, The San Diego Padres’ OOH (out-of-home) marketing campaign with Wrapify extended through the entire 2019 MLB season. By creating a geofence around their home field, Petco Park, Wrapify measured the entire audience (and their devices) that attended home games. Wrapify’s attribution suite drove a dramatic lift in foot traffic to home games throughout the season.

 

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GOALS

With San Diego being a hotspot for tourism and local attractions, The Padres wanted to re-engage their existing fan base as well as drove an increase in home game visitation.

  • • Drive measurable foot traffic into home games
  • • Effectively retarget the exposed audience online
  • • Measure and attribute Wrapiyf-exposed audience
  • • Leverage SWARM to target key touches and events

CAMPAIGN SNAPSHOT

Devices that were exposed to a Padres’ wrapped vehicle were ~10 times more likely to attend a game than non-exposed devices.

 

The Padres leveraged SWARM successfully growing their impression numbers quickly. A SWARM is when multiple wrapped vehicles gather at a specific place and time, creating a huge brand moment nobody can forget!

BENEFITS & RESULTS

Showing a 1,005% lift in foot traffic versus the non-exposed audience at Petco Park, this means people that saw this car advertisement were 10 times more likely to attend a game.

We have people coming to games and having a great time, but no way to go back to track how they got there. Being able to know who comes in contact with our advertising and whether they actually enter the ballpark is huge for us. 

Wayne Partello
CHIEF MARKETING OFFICER 
SAN DIEGO PADRES, MLB 

Amongst the benefits a brand will always have from campaigns like this one, here are all of the impressive numbers that helped them reach their goals:

 

1,005%+   Total Game Day Visitation Lift

   

979%+   Total All Days Visitation Lift

     

175,955,805+   Total Geo-Fenced Impressions

     

203,362,389+   Total Impressions

       

Learn More at wrapify.com/brands

   

Check out our 2019 media kit!

 



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