‘Pure Magic’ about engaging, connecting to city

You have to have a healthy amount of skepticism whenever an official press release comes out. You cannot completely buy in to marketing campaigns and sometimes you have to find humor in the ways the team tries to interact with the fans. This is not to say we do not appreciate the hard work of marketing executives in trying to create something to engage fans and, ultimately, sell tickets. Just sometimes they seem a little silly — we remember the jokes made after the “We Will” marketing slogan came out.

When the news came out that the Magic commissioned a structure to be placed all around Orlando spelling out the word “Magic” with the ‘i’ missing, it seemed a little . . . silly. The idea was to have fans take photos in place of the ‘i’ symbolizing the city and its fans were part of the team and make up the Magic.

Without the fans, the team is really nothing. Especially considering those four road wins last year.

And as fans lined up to meet and greet Nikola Vucevic and Kyle O’Quinn on a rainy Friday afternoon at this new Magic piece of public art (no art criticisms here, folks, it is kitschy pop art that has corporate purpose behind it), it was clear that this marketing campaign was about engaging a fan base that has been through a lot in the last three years.

“This is big,” O’Quinn said. “A lot of Magic fans are right here downtown. It lets them feel a part of what we’re trying to do with the ‘Pure Magic’thing. They go jogging and you don’t know this could be their rest stop. They are right there with us.”

Bo Outlaw certainly helped one jogger during Friday’s event, jokingly pushing her to take one more lap as she ran through Lake Eola Park with her dog. The gregarious Outlaw is still very much a part of the Magic’s community outreach and he instantly lights up a room and connects with Magic fans young and old.

It became clear in seeing this campaign out in full force for the first time (since it was unveiled Thursday, at least) that there was something more to it. This was not just a simple marketing campaign. It seemed to be a recognition of how fans have been there for the Magic for 26 years now.

And in one of their most trying times as a franchise, they continue to be there.

“I think it’s a great idea by the marketing people to promote the Magic,” Nikola Vucevic said. “It’s a great thing. Tonight, interacting with the fans. It has been a while since we finished the season. So it’s fun. The fans always support us. They have been great to us these past two tough season when we didn’t do great.”

Yes, there is still a marketing ploy here. The Magic are asking fans to take photos with themselves replacing the ‘i’ and the hashtag #PureMagicSweeps. The Magic will be giving out prizes to select fans who take those photos. Friday, someone won tickets to the season opener:

There is still that part of it. But that is part of a general trend in marketing to include the audience via social media.

In that sense, this campaign is already genius.

Sure, there will be some jokes made. There always are. There will be joke photos submitted. After losses, dejected fans will surely rush the structure outside Amway Center and make some colorful gestures of their own.

But that anger is part of Pure Magic too.

In the end, this thing and this campaign will be a way for the fans to engage with the Magic in some way. It becomes another way for fans to feel involved.

As Magic players made clear as they got their first look at this Pure Magic campaign that the fans are a big part of the limited success they have had despite the overall record the last two years. Orlando has established a decent home court advantage

“It’s very exciting knowing that you go into that Amway Center with all those people on your side, it makes you come out and give your all,” O’Quinn said. “On the road, it’s a little tough and that’s where we have to grow. I think at home, I think we have enough support to get enough wins to be contenders and really make the next step. The fans here in Orlando are great and to all the fans I appreciate you guys and hope you continue to be you.”