Blog

Kickin' it with the fans helped the Mutiny score

Date
12 Nov 2014
Author
Brandon
Mutiny logo

When The Myrtle Beach Mutiny, a National Premier Soccer League (NPSL) team, approached The Brandon Agency to help with its lagging ticket sales, many of us had no idea that our town even had a professional soccer team.

Therein was a valuable insight – we’ve been blinded by our town’s flashy neon, carnival rides and nightly fireworks shows. All of these attractions are aimed at tourists. After all, Myrtle Beach draws 13 million of them a year.

Locals yearned for some real fun, and here it was – our own pro team that had a shot at the US Open Cup. So we set out to rally our community to get behind its hometown team and cheer them on to victory.

We started from the ground-up, by first redesigning the Myrtle Beach Mutiny logo with a fresh, modern and iconic approach. Next, we created a fully integrated campaign, using cinema spots, print, outdoor, digital and social tactics.

We launched a creative campaign that put Mutiny fans into the limelight and illustrated their importance to the team’s success. We then leveraged social media channels to feature our new creative, and billboards along the Grand Strand to support the team. Fans of the team could also catch the latest news on the team by following them on Facebook, Twitter, Instagram and YouTube.

From there, we took things to a whole new level with guerilla marketing – stunts that were aimed at gathering the attention of locals and getting them to share their voices in the streets and on social media channels. We pulled out all the stops, using motion-activated seashells on the beach, referees that red-carded locals in public for not having enough fun, and an interactive social media treasure hunt that set locals searching around town for clues. This was just the beginning …

All aspects of the brand refresh were focused on bringing the community together to support its local team, with the tagline “Get Behind the Mutiny” as our rallying cry.

Watch the video of the entire campaign that ended up drawing record crowds and doubling the Myrtle Beach Mutiny’s ticket and merchandise sales right here.

For more information on The Brandon Agency’s Creative Department capabilities, please contact us today.

Subscribe to our Newsletter
Don't miss out on our latest news and commentary and white papers, subscribe to our newsletter now!
You may also like
UX/UI Design
Blog

Build Smarter, Sell Faster — UX and Dev Tips for eCommerce That Converts

The best converting website designs are fast, are optimized for mobile and include a UX that’s designed for the user first.
holding laptop, social icons
Blog

Mastering Social Listening for Public Relations

Social listening in PR isn’t just helpful—it’s foundational for brands that want to stay relevant, responsive, and resonant.
Financial Laptop
Blog

Navigating Crisis Communications in Financial Marketing: Key Strategies for Building Resilience

Learn how financial brands can build resilience through proactive crisis communication. Discover key strategies to protect reputation, regain trust, and lead with confidence in any crisis.
Wilmington Health
True care outdoor billboard
See how Wilmington Health rewrote the rules on local care—transforming from underdog to undeniable with a brand built on True Care.
Santee Cooper
lady sitting on counter in laundry room
Our Defeat the Peak campaign proved that when bragging rights are on the line, even peak hours don’t stand a chance.