LA Dodgers Pin Promotion | 76® | reimagined with help from my SCAi friendshow can you make
filling up fun?
innovate
“if it ain’t broke…”
the challenge:
Evolve a 60-year legacy Los Angeles Dodgers & 76® partnership for tech-friendly consumers while preserving the emotional connection fans have to the team and pin tradition. How can we increase efficiency, drive app adoption and create a seamless experience while riding the momentum of the team’s recent success? Can we make a commodity purchase slightly less boring, or even… FUN?
background:
The 76® brand has been tied to the Dodgers since their move to LA, even helping fund the construction of historic Dodger Stadium. From in-stadium signage, broadcast advertisements and consumer activations, aided & unaided brand and sponsorship awareness has performed well. But, that is no reason to sit comfortably. For decades, fans collected limited-edition pins through vouchers passed out at the counter after checkout. That process was riddled with inefficiency, high print costs, and fraud. The mobile app became an organizational priority and this was an opportunity to reinvent our most successful consumer-facing promotion.
my role:
I led the end-to-end transformation of the promotion from a physical system to a fully digital, app-based experience, including:
Identified and onboarded key technical and integration partners to support a seamless digital redemption journey
Aligned internal teams, site operators, and regional sales leaders to drive adoption across the West Coast
Partnered with agency and technology teams to test, refine, and optimize the experience throughout the campaign
Established a measurement framework to track performance, benchmark results, and guide post-campaign optimization
the impact:
192K gallons sold during a 6-week campaign, delivering a significant lift in engagement and sales
23K redemptions and 5.6K app downloads driven within a short media flight
31% participation rate, with 99% of engaged users completing redemption
Built a new end-to-end UX and fulfillment system in partnership with SCAi (gamification), p97 (app development), and Pointsmith (fulfillment)
Successfully modernized a legacy promotion while preserving its core fan appeal and emotional connection