Chicago Fire F.C.

Ask: Give Chicago Fire loyalists a reason to keep the flame alive by rewarding them for their continued support across a recent history of lackluster seasons.

Insight: Fire games often feature patchy, distant audiences that lack a strong atmosphere, no matter how many star players or new coaches they sign. 

Solution: Create a promotion (Hotseats) that makes fans the stars of the team with a complimentary seat upgrade, putting them closer to the action and elbow-to-elbow with their fellow Fire fanatics.