Written by Maury Brown
Wednesday, 07 May 2008 10:25
It may have been the unexpected nature of it appearing on schedules. It may have been the memory of the ill-fated Spiderman 2 promotion. But the churn regarding the current Indiana Jones and the Kingdom of the Crystal Skull promotion that MLB is engaged in runs the gambit. Most of the commentary has been negative in tone, which is surprising given the fact that integrating promotions into baseball is as natural as a hot dog and a beer at the ballpark. Bill Veeck might have said the promo is blasé.
Given all the hubbub, we contacted MLB Advanced Media, who runs MLB.com, to get the details around the promotion. As spokesman Matthew Gould said, “It is a fairly straightforward ad campaign for the movie.”
- The promo is online only in nature.
- The headshot of Harrison Ford on May 22nd (the release date for “Kingdom of the Skull”) is within every team schedule.
- The promo ties in with the online Indiana Jones Legends Sweepstakes
- Banner ads for the movie on MLB.com (possibly other BAM controlled sites, such as MiLB.com, although not confirmed)
- Email campaign for those registered through MLB.com and within BAM’s database.
- The campaign runs, in total, through May 25th.
Larger, more intrusive e-Campaigns have been waged. It’s that, well... this is baseball. The ability for many to disconnect the digital realities with advertisement seem to stop when anything “MLB” is attached to it. As mentioned, this is strictly an online campaign. There are no MLB related cross-platform promotions (imagine seeing Derek Jeter with an Indiana Jones hat running through a booby-trapped world of baseballs flying out of walls). And, most notably, there are no logos on the basepads. MLB seems willing (and rightfully so) to do movie promo tie-ins. Doing an on-the-field tie-in seems well into the future after the backlash on Spiderman 2.
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