Baseball players don’t spend all their time on the field, shagging flies and swinging for the fences. A new push from Major League Baseball this week shows players at their computers blogging about their anticipation and excitement about the upcoming playoffs and World Series.
The effort, part of the “There’s only one October” push that debuted in July — via McCann Erickson, New York, and MLB Productions, New York — will feature players from teams most likely to make the playoffs. Included are Torii Hunter and Mark Teixeira (Los Angeles Angels of Anaheim), Evan Longoria and Carlos Pena (Tampa Bay Rays), Jermaine Dye and A.J. Pierzynski (Chicago White Sox) and Kosuke Fukudome and Aramis Ramirez (Chicago Cubs). For each unique spot, images of the players blogging are interspersed with video highlights of the featured club and its rivals.
The “October” campaign also features personalities from Fox and TBS, which both will air postseason games. They include Jeff Foxworthy, Frank Caliendo, Randy Jackson, Bill Engvall, Timothy Hutton and Stewie from Family Guy. The digital theme is carried out online at MLBlogs.com with a postseason blog maintained by actor Rick Gonzalez. A baseball rep said that the fact that many players are “computer savvy and either participate in or are blog readers” gave the spots significant reality.
Support includes radio, print, Internet and Hispanic versions of the TV spots. MLB put its postseason campaign media spend at $65 million.
“As baseball’s grandest stage, October baseball has defined the careers of many players,” said Jacqueline Parkes, CMO at MLB, New York. “With the pennant races heating up, the players who participated in this campaign demonstrated tremendous enthusiasm to participate in October baseball. Their energy and passion is evident in the final spots.”