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Reliant Energy Home Run Derby Challenge The Reliant Energy Home Run Derby, a charity event to raise money for the Boys & Girls Clubs of Greater Houston, is held annually at Minute Maid Park in conjunction with the Houston Texans and Houston Astros. As the sponsor of the event, Reliant Energy wanted to increase their donation amount to the Boys & Girls Club and create a new angle of interest for both the community and Reliant Energy employees. To accomplish this, they turned to the sports marketing experts, Active Imagination. Solution Active Imagination recognized that the event needed a defined "look and feel" across all collateral, as well as an effective strategy that would increase community recognition. The firm developed an enduring logo for the Reliant Energy Home Run Derby, as well as posters, HTML emails, VIP Passes, official event tickets and score board graphics. Active Imagination was also instrumental in the strategy and planning of the event, including the development of additional donation opportunities that would increase Reliant Energy’s donation amount and excite the children attending the event. Results The 2008 Reliant Energy Home Run Derby was a huge success. More than $32,000 was raised for the Boys & Girls Club, making 2008 Reliant’s largest donation from this event to date. Over 200 Boys & Girls Club children attended the event, and it attracted over 10 different television and print media outlets. The event was also featured as a news story on MLB.com and in the Sports Business Journal. More Astros players came out to support the event than in any of the past years, helping to set record participation numbers for the event. In addition, the 2008 Reliant Energy Home Run Derby had a unified "look and feel" that was carried out across all supporting collateral materials, raising the caliber of the event as a whole. “Active Imagination was instrumental in helping us plan and execute the 2008 Reliant Energy Home Run Derby held at Minute Maid Park. The event was a big success due in part to the efforts of the staff at Active Imagination. Their team was a valuable asset to our team with creative design work, efficient event planning skills, reliable on-site participation and media relations contacts. They exceeded our expectations.” —Sandra Earle, Project Manager, Sports and Marketing Sponsorships, Reliant Energy |