Backstory – The Boston Celtics wanted to use the time between quarters during games to offer corporations the opportunity to promote their brands to the thousands of fans in the crowd attending games.

Vision – By having the Boston Celtics and sponsors interact with the crowd by randomly selecting a fan between each quarter to shoot free throws on the court and win prizes when they scored, sponsors engaged the entire audience to interact at home games.

Elements – AAI developed a promotional brochure and folder to hold the details of the opportunity and program while highlighting the rich history and engaged fans of the Boston Celtics. Also, sponsors got to place their brand name / logo on boards on the court.

Results – The Boston Celtics increased their interaction with fans and sponsors while increasing revenue at their home games.

AAI successfully completed many other projects for the Boston Celtics including pre-game advertising, collateral for season ticket holder mailings and re-purposed graphics and copy for a Boston Celtics edition of the popular breakfast cereal Wheaties on grocery store shelves.