A City With A Chip
The Approach
To illuminate each of MLSE’s fanbases, we explored quintessential fans of each team via Sound Wave, our mobile ethnography tool. Then, we selected star, Superfans from the mix to meet in person and deeply immerse ourselves into their values, traditions and essences of the teams to which they pledge their allegiances. We rounded it out by talking to stakeholders who worked for each franchises to get a sideline perspectives of what they see, hear and feel.
The Sound’s professional film team captured evocative footage of these compelling conversations and created docu-style films which highlighted the lively and unique aspects of each fandom, where they overlapped as Toronto fans, and what key characteristics and ideals set the fanbases apart. The work produced allowed the MLSE team members to better connect with their fans beyond the ticket booth.
The Impact
The four inspirational films and fan portraits, helped the marketing team and the entire organization create and evaluate ideas, communications and promotion while improving the ability see opportunities of engagement, understand trends, attitudes, behaviours and really connect to them.
Case Studies
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