The Sports Info Business

This blog entry is dedicated to the mater of baseball promotions, Bill Veeck.  For the uninitiated, Bill Vecck, who at one time owned the Chicago White Sox was the ultimate showman.

I even learned something new about Veeck in researching today’s post. According to Wikipedia, Veeck at the age of 13, came up with the idea to plant ivy on the walls of Wrigley Field.  He delivered the most famous pinch-hitter of all-time, Eddie Gaedel. He developed the exploding scoreboard and of course who could forget Disco Demolition Night in 1979 which I watched from in disbelief from a friend’s home.

Veeck was a maverick and brought an entire new level of promotions and entertainment to the game of baseball.

While working for the University of California, Irvine as the Director of Sports Marketing, I introduced the Anteater races during basketball half time games where fans (and media) raced mechanical Anteaters (the school’s mascot).  But we’ll leave that for another day.

I have linked the following video which does a nice job of showing a bit of who Veeck was.  This ESPN video recaps disco demolition night promotion in 1979.

To learn more about this legendary baseball figure, I suggest you read Veeck as in Wreck.  Its a baseball classic.

Now that baseball is in full swing, I thought it was about time we take a look at the different promotions offered by Major League Clubs.

Some of the promotions we have come to expect.  Events like schedule card night, Cap Night and Fireworks are staples at most stadium events.

The most popular promotion that has driven fans to park in a measure way over the last 10-15 years has been Bobblehead Nights.  If you are not familiar, these giveaways feature a player

Other promotions, depending on where you live might be a bit new.  Here are select promotions I found with different Major League teams for 2011.

Baltimore Orioles

It appears the Orioles know the slowest night of the week is Tuesday.  That’s why, the team has a special promotion where all Upper Reserve seats are being sold for just $9. Here is a link to the team’s 2011 promotional schedule. You can find each one on MLB.com by goig to your favorite team.

Pittsburgh Pirates

The Pirates have come up with a new way to thank mom.  On Mother’s Day, this year, every mom will receive Pittsbugh earnings.

Colorado Rockies

May 11 is Weather & Science Day pregame event, though no description is given on the team promotional page of the web site.

Chicago Cubs

Friday May 6th is Cubs Hispanic Heritage T-shirt and Wednesday May 11th is Cubs Cereal Bowl promotion

What do Charlie Sheen, Frank McCourt, Wrigley Field, Citibank, Dodger Stadium and the Bakersfield Condors have in common?  Why this blog of course.  Here is a bit of everything in this edition’s Sports Business News and Reviews.

News: A beating by two men outside Dodger Stadium on opening day left a San Francisco Giants fan in a medically induced coma.

Reviews: Rivalries  are great. However, when fans take this concept into their own hands then we know something needs to be done. If I were were part of the Los Angeles Dodgers senior management team, I would be advising Frank McCourt to step up and be a bit more proactive in his actions to show that this is unacceptable and will not be tolerated at Dodger games. The site was once known one of the most fan friendly stadiums in baseball. After last years stabbing and last week’s attack, baseball fans refer to certain sections of the stadium as off limits.

News: Its UConn vs Butler in the NCAA Title Game on Monday Night

Reviews: UnConn has had an amazing run through the NCAA tournament in what some are calling the most unusual year for the world’s largest office pool party.  Fact, the Huskies (31-9) have not lost a game since February 5th to Notre Dame.  Since they, the team went 5-for-5 in the conference tournament and have been obviously perfect during their NCAA tournament run.  While they will probably win the title, I will, as usual, be rooting for the Butler Bulldogs to finish off what they could do a year ago.

News: Citibank is an official sponsor at Wrigley Field in Chicago

Reviews: By the look of the photograph below, someone might want to tell the Cubs management to reinforce a sponsor’s static sign with a little more super glue.  While scanning the news stories after opening day, I came across the following photo posted on ChicagoTribune.com. Never mind for a moment the picture of Sterlin Castro trying to stay warm.  Look at the Citi sign.  This is opening day and someone had to chalk in the T on Citbank’s sign.  Official scorer gives an error to the logo hanging folks.

News: According to Team Marketing Report (and the Los Angeles Times where I read the story yesterday), The Red Sox have the most expensive tickets in baseball for 2011 and the Pittsburgh Pirates have the cheapest seats.

Reviews: Fact, the Red Sox average $53.38 for admission while the ‘Bucs clock in at $15.30 per person.  That may be the cost for doing business and the difference between winning teams and those that have had 19 consecutive losing seasons.  However, if you plat out the cost to take in one game for a family of four, the difference between the top and the bottom stretches to $213.52 vs $61.20, a difference of one hundred and fifty-two bucks.  That doesn’t include parking food or logo’d memorabilia.  Baseball could be losing younger fans as some families may not easily afford an outing to a ball game anytime soon.

News: Actor Charlie Sheen has amassed 3.4 million Twitter followers.

Reviews: The former Two and a Half Men star is sporting a baseball that says #fastball on his Twitter page and he was recently featured in a minor league hockey promotion to drive attention and fans to a game.  Recently, the Bakersfield Condors held a Charlie Sheen Night, where fans got in for $2,50.  Get it?  Two and a half bucks?  The event was covered by Los Angeles-based TV station KTLA. Here’s the news report.

Coordinated to launch with the Thanksgiving holiday, New York Jets Quarterback Mark Sanchez was tapped by the soft drink company as its latest pitch man.  Pepsi Max is an official sponsor of the NFL and chose Sanchez, in a non-speaking part, to help bring the two bring the two brands closer together.

Here is a bit of insight into how the launch was coordinated.

First you had the actual content, the television commercial, which was launched on November 24th.  See the video below….

Pepsi Max also used its Facebook fan page with more than 44,000 fans to promote  Sanchez and a link to the commercial itself.  Sanchez is the main picture you see on the left of the Pepsi Max page.

The Pepsi brand also used the Pepsi Max Twitter account to promote the association.  A few Tweets form the stream:

• just saw the tv debut of “winning formula” on pats/lions game! did you catch it? http://pep.si/WinningFormula11:33 AM Nov 25th via Twitter for iPhone (Nov. 25)
• exclusive video preview of our ad from @mark_sanchez featured on our facebook page! http://pep.si/eBz8dz3:55 PM Nov 24th via TweetDeck

It appears the brand also got Sanchez to promote the commercial and cooperation on Sanchez’ own Twitter account to the nearly 250,000 of his followers.  Here are a few samples of what he posted to his account:

• Congrats to the winners. Follow @PepsiMAX to win signed football today & check out premier of Sam’s new commercial tomorrow (I make cameo)7:20 AM Nov 24th via web (On Nov. 24th)
• @PepsiMax giving away a few more signed mini-helmets today-And check out behind the scenes preview of new commercial at http://pep.si/FBMAX! (Nov. 23rd)

The Thanksgiving commercial launch coincided with a Jets game the next day (the New Yorkers beat the Cincinnati  Bengals 26-10).  Sanchez finished the game 16 for 28 with 166 yards, 1 TD and 1 INT.

The sponsorship/tie in also included Mark Sanchez signed items which were given away as posted on Twitter by the Pepsi Max account:

• two hours left to enter the @mark_sanchez signed football giveaway!7:07 PM Nov 24th via TweetDeck
• @knicks148 congrats on winning the autographed mark sanchez football! DM me your address.

Finally, there was also a coordinated PR campaign to back the launch, which included this news story which appeared on Advertising Age’s website on November 24th.  The title of the story:  ”Pepsi Max tapes Mark Sanchez to Debut NFL Ad Blitz.”

It certainly doesn’t hurt Pepsi Max that the Jets are tied for first place at 9-2, and are tied with the New England Patriots for the best record in the NFL.

The 2010 All-Star game is a few weeks away, but leave it to the Disney team to launch a unique way to promote the mid-summer classic while tying the baseball event to consumer products and the Orange County-based theme park.

The promotion came about as a partnership between Disney Consumer Products and Major League Baseball Properties.  Here is the concept:  Disney desgined thirty-six varieties of life-sized MLB-themed Mickey Mouse statues across heavily populated destinations throughout Southern California in honor of the 2010 MLB All-Star Week festivities.  As you can see to the right, I took a picture of this Arizona Diamondback Mickey which was showcased at the of the local Orange County outdoor malls.

The week-long all-star festivities take place July 9th – 13th in Anaheim, Calif. As part of the previously announced new collaboration between the organizations.  In addition to the Diamondbacks Mickey, the statues are being placed in high-profile areas throughout Anaheim, Los Angeles, and surrounding areas in Southern California.  This includes includes Angel Stadium, Anaheim City Hall, Downtown Disney, the Kodak and El Capitan Theatres in Los Angeles as well as L.A. Live and the Hollywood Walk of Fame.

The 36 life-size statues, commissioned in conjunction with MLB licensee Forever Collectibles, are uniquely decorated with bold graphics featuring each of the 30 MLB Clubs as well as four All-Star designs, an American League and a National League design. Each life-sized statue is 7.5 feet high and weighs 989 pounds.

I have included a complete list of statues and locations at the end of this entry.

“Major League Baseball is excited to bring the 2010 All-Star Game to Anaheim and we want fans all throughout Southern California to feel like they are a part of the entire experience,” said Howard Smith, Senior Vice President, Licensing, Major League Baseball in a press release. “As an iconic figure, Mickey Mouse is the ideal ambassador to connect fans with the premiere sporting event of the summer.”

As part of the overall promotion, miniature versions of each of the statues are available in a 7.5-inch size through MLB.com and DisneyStore.com, as well as additional retailers including MLB stadium shops, Walgreens and Dick’s Sporting Goods. Photos of all variations are available at MLBPressBox.com and DisneyConsumerProducts.com.

All-Star Game Disneyland Esplanade (near Disney’s California Adventure)

All-Star Game (Angel Stadium) — The Grove Anaheim – Front Gate All-Star Game

(Stars & Stripes) — Anaheim Convention Center – Outside Main Lobby Entrance

All-Star Game (Vintage) — Anaheim City Hall

American League — Hilton Anaheim – Lobby

National League Mickey — Anaheim Marriott – Outside Main Entrance

Angels — Angel Stadium of Anaheim – Home Plate Gate area

Astros Long Beach Towne Center – Promenade

Athletics The Muzeo, Anaheim – S. Anaheim Blvd

Blue Jays — Orange County Performing Arts Center, Costa Mesa – Main Entrance

Braves — Disneyland Esplanade (near Disney’s California Adventure)

Brewers — The Strand at Huntington Beach-5th St. & Pacific Coast Hwy

Cardinals — Downtown Disney – Outside Build-A-Bear Workshop

Cubs — Orange County Zoo, Orange – Main Entrance

Diamondbacks — The District at Tustin – The Promenade

Dodgers — Music Center – Performing Arts Center of L.A. County Plaza

Giants — Fashion Island, Newport Beach – Nordstrom Court

Indians — Industry Rag, N. La Brea – Inside store

Mariners — Kodak Theatre, Hollywood – Visitor Information Center

Marlins — Downtown Disney – outside ESPN Zone Restaurant

Mets — The Irvine Spectrum Center – Carousel Court

Nationals — Victoria Gardens, Rancho Cucamonga – Guest Services

Orioles — Newport Sports Museum – Main Entrance

Padres — South Coast Plaza, Costa Mesa – Carousel Court

Phillies — Hollywood & Highland Center, Hollywood – Central Courtyard

Pirates — L.A. Union Station – Main Hall

Rangers — The Village at Orange – near Game Stop

Rays– Laguna Art Museum, Laguna Beach – Lobby

Reds — Holiday Inn Express Walk of Fame, Hollywood – Outside Main Lobby

Red Sox — Discovery Science Center, Santa Ana – Outside Main Entry

Royals — El Capitan Theatre, Hollywood – Soda Fountain & Studio Store

Rockies — The Market Place Irvine – Near Sports Authority

Tigers — Crowne Plaza Anaheim Resort – Lobby

Twins —  Anaheim GardenWalk – Rock Garden Court

White Sox  – Holiday Inn Santa Monica – Outside Main Lobby

Yankees — L.A. LIVE – ESPN Zone Restaurant Lobby

Background on the 2010 All-Star Game

The 81st Major League Baseball All-Star Game will be played on Tuesday, July 13th in Anaheim and will feature the best of the American League taking on the top players of the National League. Building up to the excitement of the All-Star Game, Major League Baseball will conduct a wide variety of special events and charitable activities for fans both inside and outside of Angel Stadium of Anaheim. At the ballpark, the events will include Taco Bell All-Star Sunday on Sunday, July 11th featuring the XM All-Star Futures Game and the Taco Bell All-Star Legends & Celebrity Softball Game, and Gatorade All-Star Workout Day on Monday, July 12th featuring the State Farm Home Run Derby on ESPN, ESPN Deportes and ESPN Radio. Outside of the ballpark, fans will have an opportunity to experience All-Star Summer through a variety of special events including Major League Baseball All-Star FanFest, the five-day interactive fan festival; the All-Star Game Charity 5K & Fun Run, a charity run/walk on a baseball-themed route to benefit four cancer organizations; and the MLB All-Star Game Red Carpet Show presented by Chevy on MLB Network, a free parade of All-Stars through the streets of Anaheim. The Midsummer Classic will be televised nationally on FOX, broadcast on ESPN Radio and will be shown around the world by Major League Baseball International. For more information about 2010 All-Star Summer, visitwww.AllStarGame.com.

I was recently contacted by the folks who are connected with Doritos and asked if I would write about the finalists in their fourth annual “Crash The Super Bowl” Challenge.

Let me say from the outset, that I have always loved Doritos, but no one has offered to pay me to write this.  They didn’t even offer to stack my house for the Super Bowl with a care package in exchange for writing a word or two (not that there is anything wrong with that) but I will say, the company has moved to a level of activation that others have not.  Today, just running a 30 second commercial and spending millions of dollars for brief mentions during the super bowl is not enough.

The Doritos brand has revealed six finalists selected from more than 4,000 entries in the fourth annual Doritos “Crash the Super Bowl” challenge.  The contest encouraged people to make their own commercial, submit it and then people would vote on the best of the best.

Here are the six videos (in no particular order) that have made the finals.

According to the promotion, you can now vote for a finalist once a day at www.crashthesuperbowl.com between January 5 and 31, 2010.  If you are not keeping track at home, that gives you until tomorrow to do so…

Contestants are not only competing to have their self-made Doritos commercials aired during the Super Bowl XLIV broadcast, they are shooting to make history by beating the ad pros and garnering the top three spots in USA TODAY’s annual Ad Meter.  If they can do it, Doritos will award the winners a shared $5 million cash prize.

Online consumer voting will determine which three of the six finalists will air as Doritos’ Super Bowl commercials during the big game on February 7, 2010

Two more to go…..

Which one is your favorite?

Here is the bottom line.  The company was able to activate thousands of people to make commercials, even more to vote and place these commericals online, where they will live for a long time to come for people to see.

The investment will pay off by allowing others to talk about the brand in a new and unique way.  It is something I helped lead in my last corporate position.  Bravo.