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Allergy Medicine and Minor League Baseball



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Client: Benadryl - Pfizer

 

Duration: 5 Sponsor Games activated according to local peak allergy conditions per market throughout April and August.

 

Scope: National – 10 Teams with 10 Priority Markets.

 

Campaign Objective: Create an engaging, non-traditional advertising opportunity to help promote to allergy sufferers/treaters that Benadryl is the brand to depend on for the most effective allergy relief year round.

 

Target: Allergy sufferers, skewing to women 18-49

 

Program Summary: 10 Minor League Baseball teams hosted 5 Sponsored games throughout their season focused around each participating market's peak allergy conditions. Sponsored games focused on promoting that Benadryl provides superior allergy symptom relief versus the other leading allergy medicines.  To accomplish this we provided several touch points throughout the stadium including; interactive promotions, PA announcements, Digital Video spots, placed based advertising, and informational handouts in the form of flag pens.

 

To increase awareness of the Benadryl Games nights, additional support was included via the Team’s website and local Radio spots promoting the upcoming sponsored games.

 

Program Details:

  • Premium Distribution Item: Branded Flag Pens, distributed during the sponsored games.
  • Outfield Signage, 8’x16’, posted throughout the season.
  • Concourse Banner, Two per stadium (3’x6’), posted in the stadium on sponsored games.
  • On-Field Promotion: Large 9 piece puzzle with a finished size of 12’x12’.  Between innings, 2 teams of parents & children will compete to see who can assemble the puzzle first.  Both sides are branded with Benadryl and lists the symptoms it cures.
  • Branded T-Shirts: On-Field promotion contestants, first pitch/on-field ceremonies and misc. staff received Benadryl sponsored T-shirts for the sponsored games.
  • PA Announcements: Benadryl PA announcements were made throughout the sponsored games.
  • Digital Video spots: Between innings participating teams played the :30 second Commercial “Benadryl Landscapers” on their Digital Outfield Video Boards.