Red Sox
Fenway Cards

MLB wanted to find out what iBeacon technology could do inside a ballpark. Each franchise worked with a local agency to generate ideas. The Red Sox gave us a tour of Fenway before we ran an ideation session with their chief of marketing and senior leadership. We weren't brainstorming in a conference room. We were working from a map of the actual fan experience.

Our team filtered the session output down to six concepts strong enough to visualize. Fenway Cards was built around a simple mechanic: any fan with the MLB app installed would receive a pack of cards by walking into the iBeacon perimeter at Fenway. Open the pack, see what you got. Six cards, front and back, current and historical Red Sox players.

The collection system gave fans a reason to come back. Sets organized around rosters, seasons, and Hall of Famers. Complete a collection and redeem it for merchandise at the customer service booth. A golden ticket was seeded into the pack distribution. A small number of fans in the stadium on a given day could win Monster seats or a player meet. Presence was the only entry fee for any of it.

The Red Sox arranged a last-minute partnership with Topps, bringing authentic photography and the Topps logo into the designs. The concept was fully resolved — card mechanics, collection logic, redemption system, visual design — before the project was cancelled ahead of development.