When the New York Yankees, a storied team with a storied brand, needed a strategy to deepen and expand their already impressive fanbase, they turned to Watson Creative and our subsidiary Motiv8. This combination allowed the New York Yankees to leverage dynamic ‘shared’ storytelling and one of the most powerful motivation platforms on the market, engaging fans at every consumer touchpoint.We learned early on that fans very much wanted to be part of something bigger than themselves, that they placed high value in being an “insider” and wanted a chance to demonstrate their dedication to the team. The result? Watson Creative created Legacy Club Rewards, a powerful, multi-tiered club experience for season ticket holders and loyal fans. With integrations directly into Yankee Stadium’s gates and point-of-sale systems, Watson created a fully-adaptable ecosystem, driving deep connections, immersive participation, and rewarding relationships.The team gained the ability to track and incentivize any number of high-value activities, from simple surveys to social behaviors to concession purchases to donating seats to charity. One of the highest value activities came in the form of issuing points for early attendance, a behavior that has driven a nearly 90% increase in early food and beverage purchases for other Watson clients.