TBS, the television home of all four of Major League Baseball’s (MLB) Division Series and the American League Championship Series (ALCS) this year, is taking no chances on leveraging the New York market. On Monday the network kicked off the “Never Miss a Moment” marketing campaign with a unique partner: MTA New York City Transit. The campaign will feature an elaborate Times Square/Grand Central Shuttle subway takeover, with first-ever sponsored video screen footage and sports-themed head-to-toe wrapped design, all driving awareness for TBS’s exclusive coverage of the Division Series starting Oct. 6, followed by the ALCS on Oct. 15.
Riders of the Times Square/Grand Central Shuttle will see campaign materials entering the subway station and spot one of TBS’s subway dioramas, or ride inside a branded subway car designed to capture the look and feel of a baseball stadium. Some of Major League Baseball’s most popular players like Derek Jeter, Jorge Posada, Evan Longoria, Joe Mauer and Cliff Lee, will adorn the fully-wrapped interior and exterior design of the subway cars. Riders will also experience video screens within the subway car, featuring up-to-date information on matchups.
To launch the marketing campaign, Turner Sports, MLB, CBS Outdoor, and the MTA will host a press event today at Grand Central Station in New York City , featuring Turner Sports Executive Vice President/Chief Operating Officer Lenny Daniels and MLB Executive Vice President, Business Tim Brosnan, along with TBS analysts Cal Ripken, Ron Darling and David Wells. Attendees will have the opportunity to check out the redesigned Time Square Shuttle and interact with the TBS announcers and executives, as it is all unveiled to subway riders.
“Postseason in New York is always a big moment for sports fans, and this is an opportunity to excite the local fan base and launch a campaign that highlights iconic players in local markets,” said Christina Miller, senior vice president, Turner Sports Strategy/Marketing/Programming.
“As people are commuting home and making decisions on what to do with their evening, Turner will reach millions of potential viewers in a creative way with messages about the excitement of the Postseason,” said Brosnan.
“The MTA is creating new, dynamic advertising opportunities utilizing the latest technology to both increase ad revenue and communicate better with our customers,” said MTA Chairman and CEO Jay H. Walder. “Inviting advertisers to “wrap” entire trains and the use of digital displays will generate a buzz among customers and advertisers alike.”
"We're very pleased to be working with Turner and the MTA in this creative out-of-home campaign promoting Major League Baseball," said Jodi Senese, Executive Vice President, Marketing, CBS Outdoor. "Utilizing both traditional transit messaging with more advanced digital signage, like video screens in the subway cars, CBS Outdoor has crafted a unique, lively promotion that demands your attention."
TBS’s marketing campaign will extend beyond New York City to the national baseball community. The network’s multiplatform marketing campaign surrounding its exclusive MLB Postseason coverage will include a presence on national television, national radio, print advertisements in USA Today and Sports Illustrated, online promotion on Yahoo! MLB as well as across social media outlets, including Facebook and Twitter, and digital out-of-home billboards, spot television/spot cable ads, and radio traffic sponsorships in select target markets. The micro site, www.MLB.com/TBSHotCorner will feature dedicated footage and information for Postseason coverage. In addition, TBS is teaming up with Kid Rock to create an exclusive full length video featuring his soon-to-be released song “Born Free.” The video, which debuted earlier this month in National CineMedia theatres, includes exclusive footage from a recent concert outside of the singer’s hometown of Detroit , Mich. The song will be used throughout TBS’ marketing campaign for its MLB Postseason coverage including shorter versions of the video which began running earlier this month. It will also be used as a secondary theme throughout the network’s coverage, serving as the primary musical bed to enhance the network’s broadcast elements.
Maury Brown is the Founder and President of the Business of Sports Network, which includes The Biz of Baseball, The Biz of Football, The Biz of Basketball and The Biz of Hockey, as well as a contributor to FanGraphs and Forbes SportsMoney. He is available for hire or freelance. Brown's full bio is here. He looks forward to your comments via email and can be contacted through the Business of Sports Network.
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