Smashing an Indy Eleven Attendance Record

Overview

17,535

Attendees at the home opener

43.6^%

More sales than previous record

50.3^%

Opener revenue directly attributable to E3 campaigns

Building synergy between Indy's two footballs.

Soccer in the States is growing fast, but football is king—which in Indianapolis means the Colts. With Indy Eleven moving into the Colts’ home at Lucas Oil Stadium, it was a perfect opportunity to leverage the strong brand equity the Colts already have to build momentum for the Eleven.

To make things even better, we were able to find a way to work with a locally owned business to bring the Indy Eleven and Colts brands together. Stacked Pickle, a local chain of sports bars, is owned by former Colts linebacker Gary Brackett, who is not only a still-beloved part of the Super Bowl XLI winning squad, but also a formidable businessman. It just made sense to put Stacked Pickle and Indy Eleven together, especially when our research revealed a close geographic correlation between the chain’s brick-and-mortar locations and the people who buy Indy Eleven tickets. The connection was made, and an idea was hatched.

Our creative team delivered a number of scenes following Gary Brackett’s “return to football” as a member of Indy Eleven, including Brackett diving on a “fumble” (really a penalty kick), spear-tackling a player lining up a free kick, and discovering with horror that “the whole team is kickers.” The resulting video and audio clips ran primarily on owned media, including televisions in Stacked Pickle restaurants and existing radio campaigns, but also as part of a limited paid social run in the days leading up to Indy Eleven’s home opener.

Results