One of the big problems with the team sports environment is the reluctance to work together on joint projects that could benefit multiple markets. Because the focus is so much in-market to grow ticket sales and relevance for brand partners, rarely will teams focus on projects that could be mutually beneficial to both without being an encumbrance on anything the team is doing in their area. It is viewed as a missed opportunity of focus, because in today's marketplace fans exist everywhere, and to find ways to cultivate out of market fans, especially when your home market is a travel destination, is a mistake. However into that fray comes the All-Star vote competition for MLB, and although several teams did work together to push their stars (one NL, one AL) the most creative and effective campaign had to go to the Phils and the Tigers, who worked together to push stars Brandon Inge and Shane Victorino in a BranTorino campaign into the All-Star game. The play on words was tremendous, coming off Clint Eastwood's Michigan based movie, Grand Torino, and again giving America a chance to give the Motor City a little push while it recovers from its financial hardships. It was also significant in that the winners in the record voting came not from major markets or from marquee stars, but from cities where the sport is supported by the blue collar, and the players selected reflected that. Bran-Torino is a great example of what teams can do if they work together and have an effect on their own in multiple markets, a project which can have huge benefits, economies of scale and potential regional sponsor ties if played right. Nice hot for the Tigers and the Phils and their well-deserving fans.
Some other good reads…another great baseball promotion was singled out by Media Post, with Wise going for the world crunch record and using the Mets Jose Reyes…Forbes.com had an interesting piece on Coke's experiments with brands and market share in Japan…Ad Age had a look at Burger King's edgy promotional platform and how it is resonating…and the New York Times had a good piece this week on the Dodgers Hiroki Kuroda and his physical struggles with his feet pitching off the mound.
