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“Try and work in ‘head-butting’ like the World Cup.”

“Extend the story of the all-star players in other forms of media. Leverage those stories and assets in short [biographical] films [that can be distributed] virally on MLB.com and Youtube.com. Sort of like living, breathing baseball cards.” —Doug Scott,

executive director, branded content and entertainment, Ogilvy & Mather, New York

“I thought the All-Star Game and festivities around it—the home-run competition and tribute to Roberto Clemente—supported the league really well.

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