Baseball hits new marketing idea Fans are used in promotional ads instead of players

Baseball hits new marketing idea
Fans are used in promotional ads instead of players

A colorful, celebratory campaign promoting the opening of the 2005 Major League Baseball season is all about the fans, unlike the campaign that helped start the season last year, which featured players.

The change in the lineup for television commercials replaces stars like Derek Jeter and Alex Rodriguez with a baker's dozen of rabid fans of the six teams that made it to the postseason in 2004: the Astros, Angels, Cardinals, Dodgers, Red Sox and Yankees.

The theme of the campaign, "I live for this," remains the same, only now it is uttered by people wearing not baseball team uniforms but team-themed costumes, with logos painted on their faces and tickets around their necks, who were selected in open casting calls from Jan. 22 to Feb. 2 in Houston, St. Louis, Los Angeles, Boston, New York and Anaheim.

The switch for the 2005 campaign, which had a budget of $5 million to $7 million, was planned months ago, say executives of Major League Baseball and their agency, McCann Erickson Worldwide, before the contentious accusations were made that some players used steroids to enhance their performance.

"One has nothing to do with the other," said Tim Brosnan, executive vice president for business at the Major League Baseball headquarters in New York. More>>>

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posted by ADMIN @ Saturday, March 26, 2005