In a cool offshoot from last year when TBS transformed New York City subway cars into baseball themes for the MLB Postseason, Turner is going to do something similar with Philadelphia Transit Shelters. TBS will transform them into baseball dugouts.
We have the explanation.
TBS Puts Philadelphia In the Spotlight of National Marketing Campaign For the 2011 MLB Postseason
Network Exclusive Home of MLB’s Division Series and NLCS
“Come Out Swinging” Campaign Turns Philly Transit Shelters Into Dugouts to Promote the Start of MLB Postseason play on Sept. 30TBS, exclusive television home of all four of Major League Baseball’s Division Series (LDS) and the National League Championship Series (NLCS), has put Philadelphia at the center of its comprehensive Come Out Swinging marketing campaign, which debuts on September 21. The extensive interactive consumer outreach will consist of an elaborate takeover of transit shelters along Market Street that will be transformed into the Phillies dugout that feature life-size photos of Ryan Howard, Cliff Lee, Cole Hamels, Jimmy Rollins, Chase Utley, Shane Victorino and Charlie Manuel. TBS’s exclusive coverage of all four Division Series starts September 30, followed by the NLCS on October 9.
The network’s multiplatform campaign extends beyond Philadelphia and includes traditional and interactive elements that will enable fans to experience the campaign in many facets including:
- National television ads (click link to see video: MLB Postseason on TBS – Jason Bateman spot)
- National radio spots,
- Print ads in USA Today and Sports Illustrated featuring QR codes (quick response) highlighting tune-in messages
- Digital out-of-home billboards with tune-in information and real-time scoring in Atlanta, Boston, Detroit, Milwaukee, New York and Phoenix
- Online promotion through social media on Facebook and Twitter
- Online promotion on Yahoo! MLB
- Promotions in 1,400 National Cinemedia movie theatres
- Bus kings – tune-in signage on the side of buses – in New York, Boston and Philadelphia Click Link for Photos: Philadelphia Bus Shelter Signage
“Our annual coverage of Major League Baseball’s postseason has taken a familiar route the past five seasons with a stop in Philadelphia,” said Christina Miller, Turner Sports senior vice president strategy/marketing/programming. “This is a great opportunity to excite the local fan-base and launch a national campaign that highlights their players, as well as the team heading into the postseason with the best overall record to-date.”
In Philadelphia, fans waiting for the bus on Market Street between 10th and 14th Streets will have the opportunity to experience the excitement of MLB Postseason on TBS and interact immediately through available mobile technology (QR codes) in the dugouts. The QR codes embedded into the dugout display give fans the ability to receive special tune-in messages by scanning the bar code with their mobile devices.
That’s it.
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