There’s the Harlem Shuffle and then, there’s the Times Square and Grand Central Station Takeover. TBS will be providing full coverage of the MLB Postseason at a TBS-branded subway dioramas or inside a specially-designed subway car, fans will get the latest information on games. Instead of me explaining this, here’s the Turner Sports press release.
Turner Sports Ensures New Yorkers “Never Miss a Moment” During MLB Postseason Coverage on TBSCampaign to Include MTA New York City Transit Times Square/Grand Central Shuttle Takeover Featuring First-Ever Sponsored Video Screens and Sports-Themed Subway WrapTBS, exclusive television home of all four of Major League Baseball’s (MLB) Division Series and the American League Championship Series (ALCS), is making sure MTA New York City Transit riders “Never Miss a Moment” of this year’s coverage through a comprehensive marketing campaign which kicks off Sept. 20. The extensive outreach will feature an elaborate Times Square/Grand Central Shuttle subway takeover, with first-ever sponsored video screen footage and sports-themed head-to-toe wrapped design, all driving awareness for TBS’s exclusive coverage of the Division Series starting Oct. 6, followed by the ALCS on Oct. 15.Riders of the Times Square/Grand Central Shuttle will have the opportunity to experience the excitement of MLB Postseason on TBS. Whether they are entering the subway station and spot one of TBS’s subway dioramas, or seated inside a branded subway car designed to capture the look and feel of a baseball stadium, fans will be surrounded by TBS messaging. Some of Major League Baseball’s most popular players like Derek Jeter, Jorge Posada, Evan Longoria, Joe Mauer and Cliff Lee, will adorn the fully-wrapped interior and exterior design of the subway cars. Riders will also experience video screens within the subway car, featuring up-to-date information on matchups.To launch the marketing campaign, Turner Sports, MLB, CBS Outdoor, and the MTA will host a press event today at Grand Central Station in New York City, featuring Turner Sports Executive Vice President/Chief Operating Officer Lenny Daniels and MLB Executive Vice President, Business Tim Brosnan, along with TBS analysts Cal Ripken, Ron Darling and David Wells. Attendees will have the opportunity to check out the redesigned Time Square Shuttle and interact with the TBS announcers and executives, as it is all unveiled to subway riders.“Postseason in New York is always a big moment for sports fans, and this is an opportunity to excite the local fan base and launch a campaign that highlights iconic players in local markets,” said Christina Miller, senior vice president, Turner Sports Strategy/Marketing/Programming.“As people are commuting home and making decisions on what to do with their evening, Turner will reach millions of potential viewers in a creative way with messages about the excitement of the Postseason,” said Brosnan.“The MTA is creating new, dynamic advertising opportunities utilizing the latest technology to both increase ad revenue and communicate better with our customers,” said MTA Chairman and CEO Jay H. Walder. “Inviting advertisers to “wrap” entire trains and the use of digital displays will generate a buzz among customers and advertisers alike.”“We’re very pleased to be working with Turner and the MTA in this creative out-of-home campaign promoting Major League Baseball,” said Jodi Senese, Executive Vice President, Marketing, CBS Outdoor. “Utilizing both traditional transit messaging with more advanced digital signage, like video screens in the subway cars, CBS Outdoor has crafted a unique, lively promotion that demands your attention.”TBS’s marketing campaign will extend beyond New York City to the national baseball community. The network’s multiplatform marketing campaign surrounding its exclusive MLB Postseason coverage will include a presence on national television, national radio, print advertisements in USA Today and Sports Illustrated, online promotion on Yahoo! MLB as well as across social media outlets, including Facebook and Twitter, and digital out-of-home billboards, spot television/spot cable ads, and radio traffic sponsorships in select target markets. The micro site, www.MLB.com/TBSHotCorner will feature dedicated footage and information for Postseason coverage. In addition, TBS is teaming up with GRAMMY®-nominated artist Kid Rock to create an exclusive full length video featuring his soon-to-be released song “Born Free.” The video, which debuted earlier this month in National CineMedia theatres, includes exclusive footage from a recent concert outside of the singer’s hometown of Detroit, Mich. The song will be used throughout TBS’ marketing campaign for its MLB Postseason coverage including shorter versions of the video which began running earlier this month. It will also be used as a secondary theme throughout the network’s coverage, serving as the primary musical bed to enhance the network’s broadcast elements.
I’m sure there will be pictures of this so keep it here.
UPDATE, 10:45 a.m.: Sure enough, MLB and TBS have posted a picture of what the subway train will look like as passengers see it roll through. Here’s that pic courtesy Turner Sports and MLB Public Relations.
Thanks to TBS and MLB for making this picture available.
