There is a running joke amongst the Baseball community that if your team misses the playoffs, then their stadium gets turned into a Spirit Halloween store. This campaign is taking that joke and turning it into an experience fans of specific teams can have after the season is over (or at least over for them). The target audience is specifically Mets, Braves, and Nationals fans, as well as people who live in the team’s respective cities. The ads for this campaign can be seen on the streets of the city, in public transportation, and in the stadiums. Fans see the ads, they sign up for the fan box, receive coupons, and then use those coupons in the pop up shop that is in the stadium.