When the New York Jets wanted to promote a new world of season ticket options in their new stadium, they turned to FLY. FLY first initiated a brand study, concluding that while the Jets had essentially been visitors in previous venues, after 50 years the team and its fans would finally become the home team.

From there, FLY created a successful multi-channel campaign promoting opportunities for fans in the new stadium, starting with a first-of-its-kind online auction of the best seats in the house. Channels utilized included TV, new websites, print, direct mail, online ads, and guerilla events on the streets of Manhattan.