“Stick with it” Minor League Baseball Promotion

Client: Johnson & Johnson, Band-Aid Brand

 

Duration: April to June promotional period, including 4 sponsored games.

 

Scope: National – 25 teams within 25 Priority Markets

 

Campaign Objective: Create an engaging, non-traditional advertising opportunity to reinforce the Band-Aid Brand “Stick with it” campaign while presenting a targeted and cost effective opportunity to advance awareness of the specialty Band-Aid Brand extension products including Antibiotic and Tough Strips.

 

Target: Mother’s with children ages 6-14

 

Program Summary: The program was designed to capitalize on pent up demand for the start of the 2006 season, and run the first six to eight weeks of the schedule, so as to incorporate four (4) brand sponsored BAND-AID Brand game sponsorships (subject to individual schedules) within each stadium setting.

 

BAND-AID Brand activities encompassed both game sponsored activities as well as daily home game elements and other value added elements that varied per market. A broad variety of brand communications tactics were employed in this effort. These activities ranged from on-site signage, large format stadium video-trons, public address scripts and on-field brand activation- to traditional media coverage and internet exposure through team websites that enjoy heavy traffic from passionate local fans.

 

Program Details:

• Thirty Second (:30) Commercial spots on Stadium Video Monitor
• On-field contest featured during the 4 game sponsorship
• 4-6 Children attempted to toss bean bags trying to hit the 12 foot Band Aid “Stick with It” Bulls Eye banner on the base path from the Home Team Dug out roof.
• Contestants were given Band Aid branded tee shirts to wear during the contest and their names and ages were announced to the crowd.
• Product Sampling: Band Aid Brand samples distributed to all fans during the 4 sponsored Games.
• Entrance Banners: Band Aid brand banners were placed at the entrances for each of the sponsored games.
• Game Day Radio Coverage: Each team provided a minimum of one mention during the game on the team’s radio broadcast.
• Stadium Concourse Banners: Two 4’x8’ Band Aid Brand Banners were placed prominently in the stadium throughout the promotional period.
• Scripted PA announcements: Minimum of two PA announcements during each sponsored game.
• Team Website & Promotional Calendars featured the upcoming sponsored games.
• Each team added their own unique added value exposure including; Lucky Fan Seat Giveaways, Ceremonial First Pitch opportunities, a special web banner with links and branded logo inclusion on printed pocket schedules.