New York Mets Prep for Playoffs With Brand Campaign

Hoping to make some noise in the playoffs, the New York Mets are drumming up awareness in October baseball with a playoff brand campaign. The team is committing to a New York takeover, painting the city orange and blue with OOH advertising, featured throughout several New York subway locations and trains starting today. The Mets clinched a playoff spot two weeks ago, the team's first playoff appearance since 2016. "We want to get back to what the city knows and loves, which is Mets baseball," New York Mets executive vice president and chief marketing officer Andy Goldberg told Adweek. "New York's a baseball town. We have a fun and exciting team. It's about reaching Mets fans and baseball fans, but it's also about reaching New York." As part of the campaign titled "These Mets," the number 7 train line will feature images of Mets players, the team logo—and even the team's iconic apple plastered across the exterior and interior of five subway cars, running until Oct. 23. Hudson Yards Station and Grand Central Station will also have Mets advertising that runs through Oct. 23. The Times Square-Grand Central S shuttle train will have six cars with interior and exterior signage that runs until Oct. 28. There will also be digital ads running on the interior of trains through Oct. 10. The 7 train runs through both Hudson Yards and Grand Central station, which can be taken to the Mets' stadium, Citi Field in Flushing, NY. The Times Square-Grand Central S shuttle train will have six cars with interior and exterior signage. Interiors on the subway cars will include QR codes that will lead fans to the latest information, highlights, and announcements around the postseason. New Yorkers can meet team mascots Mr. and Mrs. Met around the city, based on hints shown on social media. “Nothing says New York City in the fall quite like October baseball,” New York City Transit president Richard Davey said in a statement. “With the Mets back in the playoffs and sell-out crowds expected at Citi Field, mass transit is the home run option to root for the Mets as they chase a World Series." A playoff home run The concept for the campaign only came about three weeks ago. The Mets wanted to have a playoff rally cry, which is the main reason the phrase "These Mets" lives throughout all of the signage. Goldberg said the campaign started behind the idea of what represents quintessential New York. Since the subway is often how a segment of fans get to a Mets game, using it as a setting for the OOH advertising was ideal. Creative agency FCB New York led the manifesto behind the "These Mets" phrase. Full-service agency Giant Spoon secured the media for the campaign, while the Mets' in-house creative and content team also contributed, said Goldberg. Taking a bite out of the big apple The Mets franchise is looking to reestablish its brand under a new regime. Billionaire Steve Cohen bought the team in 2020 and he's been willing to spend. The Mets currently have the highest payroll in the majors. The efforts on improving the club have bled into some of its strategy off the field. The Mets have tried to improve the fan experience at games in Citi Field. This includes DJ nights every Friday night home game, creating a smoke machine entrance for players at the start of home games and the viral video of artist Timmy Trumpet performing the song "Narco" for Mets closer Edwin Diaz' walkout. The team has also focused on its past more, celebrating some of the accomplishments and key players from its 60-year history. "Those have been enhancements to the experience for building the brand—and making it more accessible to the non-hardcore baseball fans, so someone can just enjoy their experience there, which is really important," Goldberg added. The 7 Train will have Mets signage through Oct. 23. The Mets face competition in the city as the playoff-bound New York Yankees have thrived. With 27 championships—and a superstar in Aaron Judge drawing headlines—the Bronx-based Yankees have one of the most illustrious brands in all of sports. "Both teams are really playing well," Goldberg said. "But we feel like we have an opportunity to take this town again, like it was back in the day in the '80s when the Mets were everything. There is something special about these Mets. These guys have a unique camaraderie and an exciting brand of baseball, that I think fans enjoy watching." Waning attendance After being swept in a three-game series with the Braves this weekend, the Mets are likely to finish in second in their division. Even though they won't win the division, the Mets will be guaranteed home-field advantage in a best-of-three Wild Card Series matchup, where all three games will be played at Citi Field. The Mets have been ranked in the top 10 in MLB attendance this year. But recently, the team has seen a lackluster home crowd showings from its fans. Since Labor Day, the team has reached over 30,000 in attendance just twice. The figures are a concern considering the Mets are in the thick of a compelling pennant race—and are on track for one of the best regular seasons in franchise history. Goldberg told Adweek the recent downturn was partially due to the ebbs and flows of a long season, as well as September being the start of the school year, limiting opportunities for families to attend games. Goldberg said he had no concern about playoff crowds. "Packed house, rowdy, it's going to be fun, he added. "It's going to be epic." The Seattle Mariners Are Breaking Baseball’s Unwritten Rules

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Rafael Canton

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