Never one to miss a marketing opportunity, the Heat has found a way to make even the process of season ticket renewals creative. Its unusual approach is “Charles and the Renewal Factory.”

Charles Mullings, (yes, Charles) an account rep in Heat season ticket services, dons top hat and purple tails, roams AmericanAirlines Arena during games with a walking stick in hand – in a nod to the Willy Wonka character in Johnny Depp’s Charlie and the Chocolate Factory. He also mans a “renewal factory” area with red curtain, Wonka bars and other goodies for renewing season ticket-holders, just outside section 309 at AmericanAirlines Arena.

And like the movie, there’s an opportunity to score a Golden Ticket if you renew by the March 19 deadline. A Golden Ticket is awarded with fanfare by Charles – and sometimes Heat Junior Jam members dressed like Wonka’s Oompa Loompas -- at each home Heat game through March 24. They’re good for prizes such as an iMac computer, American Airlines and Carnival Cruise line tickets. On March 24, the “Ultimate Prize” – a personal meeting with Shaquille O’Neal and Dwyane Wade along with signed jerseys from the pair – will be awarded.

The Heat wanted to make sure to keep season ticket renewals top of mind.

“It’s a long campaign. We didn’t want people to tune out the message,” said Lorrie-Ann Diaz, the Heat’s director of marketing communications.

Mullings scored the gig after he was caught dancing during a Heat game on the video scoreboard. Fans weren’t sure about the Charles character at first.

“People were mistaking me for Flavor Flav,” Mullings said referring to the rapper of Public Enemy and colorful fashion fame.

But since the first Golden Ticket was awarded Feb. 25, fans have gotten to know him, and renewals, Mullings said, are going well.