Test Case Study 2

The Strategy

The stage was set. We had designed interactive zones inside the iconic ballpark and brought in 20 vendors who were set and prepared to feed 4,000 guests. Now all we had to do was get them there. Cohera collaborated with transportation partners and the Boston Police Department to coordinate a police escort for all 80 buses, cutting transfer time in half and kicking off festivities with all-star level arrivals.

It’s not every day that you get to walk America’s Most Beloved Ballpark. We encouraged foot traffic from the Pesky Pole to the Green Monster. Attendees explored the field zone-by-zone, each with experiences themed around local sports teams. We strategically placed concession stands and offered fast, familiar ballpark fare to minimize lines and maximize interaction. (Of course, Fenway Franks were involved—but so were lobster rolls.)

Bespoke brand moments were woven throughout the night, from scoreboard branding to a mosaic photo booth that transformed attendee selfies into the client’s logo. A display of four of the Red Sox’ World Series trophies added a once-in-a-lifetime photo op to the experience.