Program Objective: Lease a property at Fenway Park to promote the release of Comcast’s new product offerings and partnership with the Boston Red Sox.
Experiential Efforts: B-2-C, B-2-B, P.R, Point-of-Sale
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Solution: For the premiere of Red Sox On Demand, Turtle Transit worked with Comcast to lease, design, and build an immersive pop-up retail store – located on Yawkey Way at Boston’s very own Fenway Park. The 400 square foot store is located directly across the entrance gates to the park. The store featured 3D architecture, pop-up building displays, focal points,interactive stations and a sculpture of Red Sox mascot, “Wally The Green Monster.” Turtle Transit installed a number of interactives inside the store which featured Comcast programming and business tools. For the launch of Comcast Town, Red Sox President/CEO Larry Lucchino, Chief Sales and Marketing Officer Sam Kennedy, and mascot Wally the Green Monster attended a ribbon cutting ceremony. Comcast Xfinity Store is open for two hours prior to every Red Sox home game at Fenway Park, for traffic to experience the Pop-Up Retail Store. Special advertisements inviting Red Sox fans to visit the store are broadcasted live during home games on various New England sports channels.
