“‘Rave green’ is the color of our Sounders uniforms, and our fan base is one of the most rabid in MLS. After five years of growing the brand voice, we decided this year to get back to our roots and simplify our message: Rave. To start the campaign, we gave the fans a chance to tweet and post their raves around the city. We projected them in real time, as large as possible, every night for a week.”
