The Buffalo Bills have struggled with putting together a winning team in the past several years. While they have been challenged on the field, they were also been tried with filing the stands. The objective was to market the team in a positive light and increase retention for season ticket holders and a new fan base. Featuring a few key players and the tagline "Be There" positioned the games as something you won't want to miss. A place to witness drama, excitement and history in the making.