San Diego Padres Use Wrapify to Goose Game Attendance
The campaign was a success, with those who viewed the ads being nearly 10% more likely to visit Petco Field on a game day than people who weren’t exposed.
The recent online edition of Ad Exchanger has an interesting article about the benefits of advertising through wraps by an unlikely client: a major league baseball team.
Author Allison Schiff details how the San Diego Padres’ chief marketing officer decided to pair up with San Diego-based Wrapify, a company that pays drivers to have their cars wrapped and turned into mobile billboards.
Wrapify partners with companies such as New York-based Mira, which provides real-time audience analytics for out-of-home advertisers by reading mobile devices. Those devices are then cross-checked to see if they responded to a particular advertisement. In the Padres’ case, they had vehicles wrapped with the face of their newest player-and one of the highest-paid players in the game-Manny Machado, who the Padres signed to a 10-year contract in the off-season worth $300 million.
As Schiff notes in her article, the ads worked, generating additional revenue for the club and drawing added attention to the team. Click here to read about it.
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