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.