Archive for the ‘World Series’ tag

MKTG INSIGHTS: HOW SPONSORS ACTIVATE AT THE LITTLE LEAGUE WORLD SERIES

with one comment

The Little League World Series attracts a large audience both in person and on broadcast. However, the event is unique compared to other sporting events of a similar size due to less emphasis placed on the on-field performance and a greater emphasis on youth sport. Sponsors take advantage of these unique themes at the Little League World Series and leverage them in custom activations.

This past weekend marked the conclusion of the Little League World Series as Tokyo Kitasuna defeated the Lufkin, Texas to win the championship. The Little League World Series has been held every year since 1947 in Williamsport, Pennsylvania where Little League baseball players from around the world compete. The event is highly unique as more than 400,000 people attend every year and the event receives prominent broadcasting from ESPN.

The Little League World Series attracts a significant audience considering it is made up of 11-13-year-olds and not professional athletes. The unique nature of the Little League World Series also allows sponsors to take on the themes of the event and leverage them in promotions and activations.

With the Little League World Series being made up of young athletes, the event has much less emphasis on the on-field performance and a more grass roots feel than other sporting events of a similar size. The event also brings about nostalgia as former Littler Leaguers are reminded of when they participated in youth sports and get to share that experience with their family. With the Little League World Series unique attributes and high reach through broadcast and on-site attendees, sponsors look to activate in ways to play off the high family population and look to promote products or services that would highly resonate with families.

Honda Targets Baseball Families with Mini-Van Activation – As a 21-year partner of the Little League World Series, Honda has looked to tailor their activations around the event to appeal to families and the kids participating. Honda leverages the event to promote their Odyssey mini-van, having it appear in custom creative as well as providing shuttles to the event from local hotels. With plenty of families onsite at the event, Honda is promoting their family friendly vehicle and demonstrates its use during a time when parents will need the extra space to bring their kids to baseball.

Canon Provides Tournament Packages for Both Parents and Kids – At this year’s Little League World Series, Canon was promoting their Rebel camera in combination with their printer. Canon showed the two products on-site at this year’s Little League World Series where parents would be highly active in capturing their children’s on-field moments. Also, Canon created a player toolkit that was available for free on their website. The toolkit included scorecards, colouring books, and snack recipes and which was also promoted to be printed off using the Canon printer. Canon’s provided things that both the parents of the Little League Players would make use of during the tournament. Cannon’s approach looks to engage the entire family through their sponsorship.

Dick’s Sporting Goods Promotes their Youth Sports Service – Dick’s Sporting Goods uses the Little League World Series to promote their Team Sports HQ service which is an online portal that organizes youth sports teams, from scheduling to registration. They have created official Little League templates and offer it free to all users. With the high amount of families participating in youth sport attending or watching the Little League World Series, Dick’s has strong opportunity to promote their platform to an audience that will be interested in their product.

The Little League World Series is a unique event which attracts families invested in youth sport from all over. Sponsors recognize this crowd and look to activate at the event with products and strategies targeted to that demographic.

Originally posted by MKTG Canada

Share Button

Flashback Friday: World Series Edition

without comments

Kirby_World Series

As the 2013 World Series kicks off, I can’t help but spend Flashback Friday thinking about my own fortunate experience with the fall classic. It was 2005, and I was working as the Director of Public Relations for the Chicago White Sox. They hadn’t won a World Series since 1917 but the season had been magical – they’d been in first place since Opening Day and all the signs were pointing to a busy October.

Front office employees are just as superstitious as players. We may not take three practice swings, adjust our gloves, and then take three more before stepping into the batter’s box (I’m talking to you, #14) – but as we secured venues for World Series galas and wrote copy for the postseason program, we did it with fingers crossed and a careful vernacular that caused every sentence to begin with “in the case that we are fortunate to advance to postseason play….”

So while you’re excited and hopeful, you’re also cautiously counting down the outs until you’re able to plan for one more series. And the wins are completely out of your control – so you do what any other blue-blooded sports fanatic with no actual impact on the game’s outcome would do: you pray, you ask the universe for favors, you wear the same lucky shirt for every game and you live.and.die.by.every.pitch. You just do it at the office, surrounded by your co-workers.

The month in question was a total blur of excitement, exhaustion, late nights and early mornings. I slept at the ballpark more than once and actually yelled at a TV producer for calling me. But I was lucky enough to be there each time my White Sox advanced to the next round – from the Division Series thriller in Boston to the ALCS stunner in Anaheim to the miraculous sweep in Houston. So I wouldn’t trade a second of it.

This time of year makes me long for those days and I’m envious of everyone who’s still in the hunt – from players and front office employees to the marketers whose brands have a skin in the game. People often ask me if I’m still a White Sox fan, even though I live in New York and left the team half a decade ago. And although they didn’t have the greatest season this year, I am. When you’re that close to an organization, loyalty becomes part of your DNA. Baseball’s in my blood – and October is every bit as exciting now as it was then. May the best team win – and may EVERYONE enjoy the ride!

Share Button

Written by Katie Kirby
Katie Kirby

October 25th, 2013 at 2:29 pm

Football Can Wait

without comments

2012-world-series-featPhoto Credit: news.sportslogos.net

As we have become an increasingly football-crazed (intoxicated?) nation, you’ll forgive our youngest citizens if they are puzzled when you tell them baseball was once our National Pastime.  The long season, frequent breaks in gameplay and tendency to cling to history seem to turn off many young fans as our attention spans grow ever shorter.

But this year baseball has given us a postseason that’s been long on drama.  From the end of southern hospitality (still too soon for some of us) to high stakes quadruple headers (a good time to have the MLB At Bat app at work) to A-Rod pulling down more phone numbers than hits (no comment), we’ve been treated to three great weeks of Postseason baseball already and the World Series hasn’t even started.

With that, here are three great reasons to tune in when the Fall Classic kicks off tonight in San Francisco:

1) Parity Rules.  Unlike the NFL and college football, where the same teams seem to rule year in and year out, baseball has seen 8 different teams win the big one in 10 years, and no team has gone back to back since the Evil Empire rattled off three straight from 1998-2000.

2) Marquee talent all around.  In one series we will see this year’s Triple Crown winner (Miguel Cabrera), arguably the best pitcher in baseball (Justin Verlander), one of the best catchers in the game (Buster Posey) and a sorcerer.  These guys are good.

3) It’s been there vs. done that: while this Giants team won the title just two years ago, the Detroit roster features a number of players who remember the sting of falling to the Cardinals in 2006.  The Giants think they are on the verge of earning Dynasty consideration, but the Tigers won’t forget what it feels like to come up short.

Prediction time.  There’s something funny going on with the Giants: this is a team that lost their closer (Brian Wilson, surgery) and best hitter (Melky Cabrera, cheating) and still found a way to come back from a 3-1 deficit in the NLCS (and did it in a downpour that had an eerie ‘Shawshank’ look to it by the end).  But all good things must come to an end; the Tigers have set their suddenly unstoppable rotation and rested the big bats; it will be close, but look for the Tigers to take it in 7.

Share Button

Written by John Seiler
John Seiler

October 24th, 2012 at 2:40 pm