Building on successful outreach programs involving the Milwaukee Brewers and Green Bay Packers, engage the Milwaukee Admirals and their loyal athletic fans through an indoor “tailgate” event at the BMOH Bradley Center. The event was designed to raise funds and grow awareness of ALS with individuals likely new to the disease while celebrating patients/families impacted by ALS.
Approach
Create an “indoor tailgate” event. Pre-event media would drive ticket sales at the game and extend awareness of ALS to SE WI. Generate interest and engagement by bringing a 450-person block of Team ALS members to the venue wearing mini ALS billboards. A 3:00 informational video was played on the Jumbotron between periods relating an emotional patient story and that patient’s family was featured in the ceremonial puck drop to begin the game.
Results
The game was a sellout. OOH media generated 500,000+ impressions leading into the event and an additional 20,000 fans were exposed to ALS messaging on game day. The first-year event generated thousands of dollars benefitting ALS patients and their families.
