Major League Baseball fans who want a more intimate look at players' lives can now digitally tour their homes, courtesy of a new video series presented by Coldwell Banker and MLB.com called Coldwell Banker Home Field Advantage. The somewhat fresh spin on the voyeristic MTV Cribs debuted today.
The first episodes, which continue through July, take a peek into New York Yankee CC Sabathia and Pittsburg Pirate Neil Walker's residences. The campaign also kicked off with Coldwell Banker homepage takeovers of MLB.com and all official team sites except for the Toronto Blue Jays (due to Canadian advertising regulations).
This isn't the first time Coldwell Banker has played ball with America's national pastime. Previously, it sponsored the Coldwell Banker Demo Field segment on ESPN's Baseball Tonight.
David Marine, vp of brand engagement for Coldwell Banker, said housing market activity coincides nicely with the baseball season. Home buying builds up during the spring, slows down during the summer and picks back up again during the fall.
"When you look at the spectrum of sports programming, baseball fits into the framework of that," Marine explained.
He suggested that video advertising is an increasing line item in the realty giant's budget— about 30 percent of spend is going to digital-only campaigns. His company has one of the industry's largest and most visited YouTube channels, featuring clips that range from exploring the world's most expensive residences to how-to home improvement tutorials.
"Digital is becoming a growing domain for us in advertising," he said. "I only think it's going to increase over the next year."