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 Wrapify-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
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