Gen Z commands a remarkable $360 billion in buying power. Their opinions today will influence consumer trends far into the future, as 25% of brand preferences persist to adulthood. Kids have a tremendous influence on consumer spending. Because of this, the Miami Heat tasked me over the summer of 2023 to construct a kid's campaign to create future Heat fans. Culture Club is an extension of the main Miami Heat app to engage and incentivize kids with rewards for being Heat fans and attending events around Miami. 

 

To bring this app to life I brought to life an asset of the HEAT brand that is relatively dormant... Fuegito! The appeal to the younger generation will be Fuegito's dynamic with the Heats mascot Burnie, allowing for increased in-game interaction and a fresh new face for kids to relate with. The goal is to facilitate Fuegito's growth alongside the children as they mature, ensuring that Fuegito progressively learns about the HEAT and integrates into the HEAT culture. Similar to Disney, children like to connect with characters digitally and physically. Creating someone they can identify with such as Fuegito allows us to maximize this connection.