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JAY CLUB
ALL STARS
Client
Team Members
Budweiser
This MLB season, Budweiser shall raise its glass to cheer for the Blue Jays’ most valuable assets – its Fans. To demonstrate the pride, loyalty, and passion of the Blue Jays’ supporters comes the creation of an All-Star line-up featuring 10 fan archetypes. Their vibrant interactions as a group of friends, illustrated through a variety of activities when they play and enjoy this sport, are created to encourage engagement beyond beer and baseball to celebrate the dedication of the Blue Jays fan base to the same degree as their favourite team.
Background
2023 ROGERS CENTRE RENOVATION
All upgrades this year are dedicated to the fans, to enhance their ballpark experience. Highlights of the renovation include lower outfield decks and elevated bullpens, which will bring our fans closer to the Blue Jays' action. This spring, when the renovation is all said and done, let's take this occasion to celebrate and glorify the fans. Introducing...
A line-up of 10 Blue Jays' fan archetypes with unique personalities. Discover your friends' archetypes and get a chance to win season tickets this year.
Phase 1: Introduce & Get to know
JAYS CLUB ALL-STARS
Regular content on social media (primary platforms: Instagram, Twitter) to introduce the archetypes and trigger conversations with Blue Jays fans. Display Ads will be integrated into this phase to drive traffic to Jay Clubs All Stars Microsite.
Jay Club All Stars Microsite
Here, a quiz is hosted to help fans discover their friends' archetypes. Fans can share the results with their buddies and ask them back to do the quiz. With this activity, the community can help each other discover their archetype through the lens of their best buds.
Jay Club All Stars E-Cards
Each card indicates a fun description of the archetype. All cards are shareable through online channels.
Phase 2: Engagement
ARCHETYPES & FANS COME TOGETHER
Create more touchpoints throughout the MLB season for Blue Jay fans to engage with their archetype and Budweiser.
Illustrations for Social Media
Instagram content: Mirror a variety of activities that Blue Jay fans could do through the interactions between the archetypes, baseball, and their cans of Budweiser.
Physical Cards - Red vs Gold
A Chance to win season tickets
The e-card collection will be made into 2 versions of physical decks. A Red Budweiser deck. And a gold deck, which is rarer. There are many tiers of rewards. However, fans who collect all 10 golden cards will have a chance to win season tickets for two people and experience the newly renovated Roger Centre this spring.
Jay Club All-Stars beer cans
With each pair of beer cans, fans will get to receive 1 random card at any point of purchase (bars, pubs, restaurants, cinemas, LCBO, etc.)
Jay Club All Stars Stickers Collection
Stickers can be printed out as physical stickers, made into custom pin badges, or featured in special merchandise such as water bottles, caps, shirts, backpacks, etc. and used as rewards for fans who collect archetype cards. These can also be used as E-stickers to facilitate communication between fans on digital platforms such as Discord or Snapchat.
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