How the New England Revolution Activates their Soofa Sign Campaigns with Grassroots Marketing
The New England Revolution, an American professional soccer club based in the greater Boston area, hosts tons of games and events in and around the city.
The Challenge
The New England Revolution use Soofa Signs across Boston to inspire support for the team and raise awareness for games and happenings.
In May, the Revolution wanted to treat fans to something special as they geared up for a number of big events.
First was a charity match against Chelsea Football Club for the “Final Whistle on Hate” at Gillette Stadium. The proceeds from the match were dedicated to initiatives to combat antisemitism and all hate crimes. Shortly after, the team was hosting their first-ever Star Wars Night at the stadium. Fans could expect to see a full match against D.C. United (“the enemy forces”), plus experience Star Wars characters and take part in themed activities throughout the game.
The team at New England Revolution wanted to spread the word about the matches in the Boston market, and get people excited to participate as the events drew closer.
The Solution
Referencing Soofa sensor data about the heaviest foot-traffic times, the New England Revolution team sent their beloved mascot Slyde and grassroots marketing team “The Battalion” out to prominent Soofa Signs in Boston neighborhoods.
Soofa Signs served as the perfect meeting point for fans and Slyde to take pictures, and showcase game-day details for curious onlookers.
With the Final Whistle on Hate, the team asked fans to post a picture with Slyde and hashtag #FWOH for a chance to win a limited edition scarf. Slyde met tons of fans in Seaport, Faneuil Hall, and Fenway, who showed their support for the match (and love of limited edition gear) on social media over the course of the day.
To get fans excited about Star Wars Night at Gillette Stadium, Slyde showed up in a Luke Skywalker costume and gave out custom bobbleheads to the lucky first few who found him.
“Advertising on Soofa Signs in Boston provided a unique way for us to connect with key neighborhoods and get people excited about our upcoming matches. They provided visible, on-brand meeting points for Slyde and fans.”
Keep your eyes out for the next time Slyde visits a Soofa Sign in a neighborhood near you!