How the Fort Wayne TinCaps used a family-focused contest campaign to introduce a brand-new seasonal attraction at Parkview Field.
In December 2024, the TinCaps introduced a Holiday Lights walk-through exhibit. As a first-time attraction, the organization faced significant hurdles:
"Quickly generate awareness and interest for an event the community had never experienced before."
Multi-Channel Engagement Strategy
Coordinated campaign execution across radio, social media, and email channels.
Included four VIP tickets, train ride passes, and a food & beverage gift card.
Incorporated visual elements of the lights display to help participants understand the experience.
Measurable Growth & Market Impact
Helped position Parkview Field as a year-round community entertainment destination.
Attendance exceeded expectations, establishing the foundation for an annual event.
This campaign demonstrated the power of contest marketing as a tool for launching a new seasonal experience. By combining visual storytelling, family-focused incentives, and multi-channel promotion, the TinCaps successfully:
Insight 01
Captured participation data and grew owned audiences for future marketing.
Insight 02
Engaged household entertainment decision-makers (70.9% female audience).
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