Great brands stand for more than just product features. They inspire audiences and they enrich communities. In doing so, they garner unparalleled business results. Days Inn proved this when they fulfilled the dreams of kids that couldn't afford to take part in America's favorite pastime, baseball.
Days Inn created a baseball team for 30 deserving kids in California. They brought in a national champion coach to lead the team, an award-winning design team to create the uniforms, and leveraged Days Inn’s 4,500 locations to provide them with a comfortable place to stay while they traveled the country competing in tournaments.
When Days Inn created an on-going series that tracked the team throughout the season, millions of people tuned in to watch the team go through practices, games, tournaments, crushing defeats and incredible victories. Over 4 million people watched the series, which significantly shifted perceptions of the Days Inn brand and lead to new customers and loyalty, ultimately generating engagement 2.5x above the industry average engagement rate.
Leveling the Playing Field