Client Business Objective

  • Commemorate the milestone 50th Season Anniversary of the NBA Detroit Pistons franchise to season ticket holders in a meaningful and memorable way.

Context/Challenge

  • Pistons organization required that any promotional items adequately represent all 50 of the Detroit Pistons seasons.

Marketing Approach & Solution

  • Mercury designed a special edition “Pistons 50 Seasons Collector’s Box,” as a free gift item to all season ticket holders, integrating memories of Pistons teams and seasons past with memorable moments of today.
    • Outside of collector box features custom lithograph montage of star players from multiple Pistons eras, while the inside lid recounts key accomplishments from each decade of the Pistons franchise.
    • Inside, keepsake gift items are arranged for presentation around the Pistons season tickets: “50 Seasons” player trading cards; Pistons photo frame; Pistons past/present commemorative pins; and Pistons notepad/pen.
  • Mercury also coordinated gift packaging fulfillment and delivery of the commemorative collector’s boxes to all season ticket holders.

Results

  • Pistons reduced their supplier base from 3 to 1 for a significant time and cost savings by utilizing Mercury as the sole resource managing the entire process, including:  Concept, Design, Production and Distribution.
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