Philadelphia Flyers

It’s no secret that Philadelphia sports fans are crazy. Even in that elite company, Flyers fans stand alone. But how to get those crazies to skip watching the game on TV and go experience the game in person?

You lean into the absurdity of it. Create a caricature of the experience. There’s truly nothing like a Flyers game. Everybody knows it. We just have to remind them.

#FlyOrDie instantly resonated with crazed Philly sports fans and became a rallying cry.