How a simple Scratch & Win activation captured thousands of high-intent fans, built a new owned audience, and generated 4X ROI - rivaling paid social performance.
Activation Results
14,000+
Fans who played the activation across stadiums and storefronts
Every one a documented interaction
98%
Opt-in rate for email and SMS from winning fans.
Winning created the motivation - not the ask
90%
Net-new customers — had never purchased from Baseballism before.
Audience that didn't exist before the activation
+$5
Average order value lift per purchase vs. non-activated customers.
The offer primed spending behaviour
The Challenge
Millions in Foot Traffic.
Zero in the CRM.
Baseballism didn't have a brand awareness problem. They had a capture problem.
The fans who walked past their pop-ups and saw their scoreboard presence were exactly the customers they wanted. They were already at the game. Already buying into the baseball lifestyle. Already primed to spend. They just left without leaving anything behind.
The Goal:
Turn sports sponsorships and retail storefront traffic into a high-performing customer acquisition engine.
Specifically, Baseballism wanted to:
Capture first-party customer data
Build a new owned audience
Drive immediate in-store and online sales
Prove ROI beyond traditional sponsorship metrics
All the things they see with their performance marketing channels.
The Strategy
Two Surfaces.
One Scratch Card.
Fifteen Seconds to Convert.
SQWAD deployed the Scratch & Win activation across both of Baseballism's primary fan touchpoints simultaneously — MLB Spring Training scoreboards and retail pop-up storefront entrances.
Every fan who saw the QR code had a path from passive observer to opted-in customer in under 15 seconds.
The Activation
Flag Man’s Golden Ticket - Scratch & Win
Click Below to Play the Video
The campaign was built around one of Baseballism's most iconic brand characters — the Flag Man. A scratch card themed around a "Golden Ticket" prize that fans could win at stadiums and storefronts. The creative made the brand feel like the activation, not a logo attached to it.
Each interaction captured email and mobile number, built explicit opt-in permission for future marketing, delivered an instant incentive to drive immediate store traffic, and created a frictionless path to first purchase for customers who had never bought from Baseballism before.
In under 15 seconds, anonymous foot traffic became owned customers with documented first-touch attribution, a discount code in their pocket, and a follow-up sequence already queued.
Unlike traditional sponsorship activations that end when the game ends, SQWAD allowed Baseballism to re-engage fans long after they left the stadium or store.
Using email, social media, and SMS follow-ups, Baseballism:
The Result: increased lifetime value - not just one-time sales.
Translation: SQWAD became one of Baseballism’s top-performing acquisition channels.
If you sponsor sports events, run retail locations, or activate at live events — SQWAD can turn your existing foot traffic and sponsorship spend into first-party customer data, measurable sales, and a documented ROI your CFO can benchmark.
30 minutes. We'll show you exactly how it would work for your brand.
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