The Hidden Systems Behind a Viral Brand

We committed to what we call a sellout mentality, which was pick a handful of games that we could focus on and truly sell them out, and then tell people the game has sold out, which shocked their system. And we literally told them, you can't buy a ticket to this game, it's sold out, you can't come. That built a fervor in people's minds, like, what do you mean I can't come? This thing can't be that awesome, right? I must need to go check it out. Then all of a sudden started snowballing itself to another game selling out, another game selling out, another game selling out. But we told people from the beginning, don't judge us just off of a logo or a price marketing spiel. Judge us on the experience and judge us on are we taking care of people from start to finish. Our players bought into that, our coach bought into that, our team bought into that. We were all in.