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SBD/July 9, 2013/Franchises
MLS Red Bulls Using Monetary Incentive In Effort To End Offensive Fan Chant
Published July 9, 2013
REACHING OUT: ADWEEK’s Noreen O’Leary noted the Red Bulls earlier this year hired ad firm R/GA, N.Y., to "boost recognition and ticket sales.” The team last year “advertised on soccer-specific sites” and had a “little outside media help but developed a strategy internally with a focus on existing fans.” R/GA “broadened its target to adjacent audiences familiar with soccer but not attending games.” To reach soccer moms, the agency “promoted the Red Bulls’ camps for kids.” Spectators are “being wooed with wild postings -- large numbers of ads posted in high-traffic areas -- near soccer bars and playing fields.” Red Bull Arena is near the PATH station, "so R/GA used outdoor ads and train takeovers.” The agency also “sought to increase Red Bulls’ fan targeting through Facebook and Twitter content and ensure Facebook content is consistent with overall messaging.” While search is “still the best channel for ticket sales, Facebook now follows it.” The Red Bulls using real-time optimization have been “able to learn from what isn’t working as well as seeing what generates results” (ADWEEK.com, 7/7).