The San Francisco Giants Search for the ‘World Championship Baby’

By Bob Marshall 

Wow, the Giants sure want another World Series, don’t they? At the beginning of the month, we showed you the BBDO SF and Comcast collaboration “Help the Giants Win” which asked fans over social media what rituals they took part in that led to last year’s World Series win. Now, the two are getting a little more personal, trying to decide what fans decided to go past third base to celebrate the Giants successful season.

The “World Championship Baby” contest will attempt to determine what San Francisco baby is born closest to 7:54 p.m. PST on August 1, the official nine-month anniversary of the World Series. The winning baby will get a birth certificate signed by the Giants, a commemorative brick paver outside AT&T bark with the baby’s name on it and a $2,010 gift card. Expected parents are asked to create a profile on the site to enter into the contest. Living in Chicago, it’s these sorts of rabid fan participation campaigns that make me wonder why the Cubs and White Sox don’t do anything on this scale to try to increase morale for what have thus far been dismal seasons. It’s a nice way for Comcast to show they “get” the loyalty of their subscribers, and no doubt the winning parents will have bragging rights for years to come. Credits after the jump.


Agency: BBDO San Francisco
Mike McKay, ECD
Jack Harding, CD/Copywriter
Page Kishiyama, ACD/Art Director
Curt O’Brien, Director of Content
Sam Barrett, Interactive Producer
Michael Schwartz, Editor
Joanne Rotella, Production Manager
Michael Chamberlin, Director of Client Services
Jill Rohde, Account Supervisor

Barbary Post:
Greg Gilmore, Online Editor
Alana Rees, Online Assistant Editor
Susannah Wijsen, Online Producer
Kristen Jenkins, Online Executive Producer