The Houston Astros were struggling to keep attendance high at regular season games, so they hired Active Imagination to analyze the situation and develop a strategy that would revitalize their ticket sales. Active Imagination created a successful season campaign that excited the community and increased attendance by 26 percent in its first season of use. Additionally, the new “Good Guys” nickname that Active Imagination developed for the team became the Astros' new persona, endearing the team to the media and the community at-large.