MLB Trots Out Postseason Campaign Earlier Than Ever

MLB, Fox And Turner Today To Unveil New Postseason Marketing Campaign

MLB, along with Turner Sports and Fox Sports, today will announce the rollout of Actober.com, the league's new postseason marketing campaign.   The fan-oriented video effort replaces the '06 campaign featuring HOF manager Tommy Lasorda, who donned a tuxedo to exhort fans to get "to the TV" whether or not their favorite team was still in contention.  The launch of Actober.com marks the earliest ever for an MLB playoff marketing campaign.  The league, despite historic run-ups in attendance, local TV ratings in many markets and overall industry revenue, continues to grapple with national postseason TV ratings and the tough press that often comes with it.  To that end, Commissioner Bud Selig said in May he is aiming for the World Series ratings to "be fully reflective of the popularity of this sport." MLB research has found that some fans tune out as soon as their team is out of the race.  Actober.com was updated late last night to reveal a YouTube-style video contest in which fans are encouraged to re-enact historic October moments in baseball history and submit them to MLB for initial judging and then ultimately voting online by the public.  Moments selected for re-enactment include Aaron Boone's series-winning home run in the '03 ALCS and Kirby Puckett's blast in Game Six of the '91 World Series. The tagline for the effort is "You're a fan. Act like one!" (Eric Fisher, SportsBusiness Journal).

DETAILS: USA TODAY's Laura Petrecca reports TV ads in tomorrow night's All-Star Game will "encourage viewers to 'Feel the Fall Classic, even in July.'"  The ads, hosted by comedian Dane Cook, feature a "montage of highlights from past playoff games."  Meanwhile, in addition to fan videos, Actober.com will feature celebrities such as Ellen Pompeo from "Grey's Anatomy" and William Peterson from "CSI" "acting out past game highlights" (USA TODAY, 7/9).