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They Texted In. He Walked Up.
Everyone Drank 50¢ Sodas.

On the Run

hlk | on the run
hlk | on the run

When Pop Became Pop Culture

On days after the St. Louis Cardinals score six runs drinks are just 50¢ at On the Run, where the best fans in baseball get the best deal in town. A half-decade into the promotion, its accompanying jingle, “Six Is A Serious Number,” enjoyed a cult-like status.

And 50¢ drinks had become so popular among teens and millennials that it had inspired a new phenomenon, something we called the Cup Selfie. We felt it was time for On the Run to capitalize on the tremendous momentum that existed within the social sphere.

hlk | on the run
hlk | on the run

Phase 1: The Textition

The first phase kicked off alongside the Cardinals’ opening day. Through social channels, as well as television, radio, and point-of-sale, we encouraged consumers to text their support to get a ballplayer to use the jingle as his walk-up-to-bat song. The Six Is Serious Guys, the “brains” behind the drink promotion’s jingle, and thus the de facto spokesmen, implored fans to sign our text petition (textition). When they did, they were added to a text subscriber database and rewarded with a free drink.

The Proposition

The Six Is Serious Guys want to take their jingle to a bigger stage.

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genuity

“I’m the happiest person ever when it comes to 50 cent fountain drinks.” @The_Muskratt

Kaitlin Cordes | @The_Muskratt

Kaitlin Cordes | @The_Muskratt

Phase 2: Celebrity Endorsement

Next we ran ads introducing Jon Jay as the player who would walk up to the jingle, and saw thousands of texts stream in thanks to the legitimacy provided by the centerfielder. The Six Is Serious Guys reached out to their followers on Twitter (@SeriousWalkup—100% managed by HLK), encouraging them to tweet Jay directly and to keep texting in. Our text subscribers continued to receive free drinks and other rewards. Finally, Jay walked up to bat to the 50¢ drink jingle. And promptly smacked a single.

hlk | on the run

A Request

The guys corner a ballplayer and pitch their idea.

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genuity

“Soooo, Jon Jay’s walk up song is gonna be 6 is a serious number? That’s pretty cool…” @morggg_

Young Plessy | @morggg_

Young Plessy | @morggg_

On August 6, 2013, Cardinals centerfielder Jon Jay made history by being the first baseball player to use an advertising jingle as his introduction song.

hlk | on the run

Thank You

The guys show their gratitude to their fans and a centerfielder.

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genuity

Phase 3:
Performance-Enhancing Plug

The final phase of the campaign was a simple thank you to Jon Jay for using our song and to all our fans for texting their support. It had been a banner year for the Cardinals, as Jay helped them win the pennant. And it had been a banner year for On the Run, as we helped them turn selfies into subscribers.

hlk | on the run

Our Stats

From the night Jon Jay walked up to Six Is A Serious Number until the end of the season, he hit .383.

During the promotion, On the Run’s text database grew by 9000%.

In-store redemption rates ranged from 12-16% for deals we offered our text subscribers throughout the season.

The night Jay walked up to the jingle the Cardinals were a half game out. They finished with a three game lead. We believe we helped them clinch the pennant.

hlk | on the run
HLK | on the run

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