Live from Market Street

The ultimate prize... a victory walk down Market Street.

When the San Francisco Giants won the World Series in 2010, our network was tasked with putting on a massive live event that had nothing to do with a scoreboard. We knew the opportunity to engage with our fans during a parade was going to make for true bucket list moments. It was also the first parade for the Giants since 1958, so we needed to create the playbook.

How did we capitalize? In addition to a media blitz (activating fresh creative, engaging partners, cashing in favors), we guerrilla-blasted the scene with Authentic Fan cheer cards on the player cars (begging forgiveness) and launched an on-site experiential initiative with our lucky fans.

Using data we had accumulated from our social backend providers, we selected 10 Giants fans to accompany us during our march down Market Street. We knew they would already be there, but one lucky phone call, made that morning, supersized their experience.

These fans were given the royal treatment - they rode in pedicabs, they were swagged out, interviewed on live television and given the opportunity to meet their heroes. I get goosebumps thinking about their excitement, smiles, gratitude - giving them stories to be passed down to future generations of CSN fans.

Market Street never looked so good - what a day!