Situation:

For casual fans, the appeal of the Giants is one of city ownership and pride. "Do You Speak Giant?" spoke to both casual and avid fans by giving them membership to an exclusive club of fans who are "in the know."

Results:

The most critical time for baseball team ticket sales is before opening day. 2007 pre-season ticket sales were up more than 200,000 over 2006.

In addition, the campaign became the talk of local sports radio shows and was even parodied/stolen by the rival Oakland Athletics in their own billboards.