Milwaukee Brewers
Case Study
Experience Design
Creating inclusive, community-first activations for Milwaukee’s hometown team
The Milwaukee Brewers wanted to bring their brand authentically into Milwaukee neighborhoods and connect with residents who don’t always see themselves reflected in baseball outreach. With only a few months before key summer events, including their Pride Night, their activation at Milwaukee Night Market, and their Playoff season, they needed a partner who could quickly design, source, and execute activations that felt fresh, inclusive, and unmistakably Milwaukee.
Engagement Challenge
The Milwaukee Brewers wanted to bring their brand authentically into Milwaukee neighborhoods and connect with residents who don’t always see themselves reflected in baseball outreach. With only a few months before key summer events, including their Pride Night, their activation at Milwaukee Night Market, and their Playoff season, they needed a partner who could quickly design, source, and execute activations that felt fresh, inclusive, and unmistakably Milwaukee.
Engagement Solution
NEWaukee leveraged our strong vendor network and community relationships to build signature experiences:
Pride Night Vendor Showcase – We hosted a curated vendor market highlighting local LGBTQ+ makers, paired with a performance from Our Voice Milwaukee, the city’s LGBTQ+ choir, to kick off the celebration.
Cerveceros Night at Zócalo Food Truck Park – After the planned Milwaukee Night Market activation was rained out, we quickly pivoted to Zócalo Food Truck Park, producing a family-friendly evening featuring a Brewers-inspired mural, DIY baseball and pennant decorating, MLB video games with CARCADE (mobile arcade), a live DJ, and a trading card photo op.
NLDS Watch Parties – During the Game 3 away games in rounds 1 & 2 of the playoffs, NEWaukee planned NLDS Watch Parties at Davidson Park featuring a 200" screen for live game viewing, local food trucks and vendors, giveaways and more.
Key Insights
Our ability to mobilize quickly, from ideation to execution, made these activations possible. The rain-out became an opportunity to create an even more intimate, culturally relevant experience at Zócalo that celebrated the Brewers’ Hispanic fan base and connected them directly to the team in a casual, neighborhood setting. The NLDS Watch Parties, planned with only 1-2 weeks lead time due to the nature of the playoff schedule, were a massive success.
THE
RESULTS
5000+
attendees at the NLDS Watch Parties
Hundreds
of new mobile SMS sign-ups
Dozens
of local LGBTQ+ and Latinx-owned vendors showcased
15+
earned media stories in local outlets
