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SBD/October 23, 2012/Marketing and Sponsorship
MLB Partners Prep For Start Of World Series; Tigers Merchandise On The Rise
Published October 23, 2012
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TIME TO ACTIVATE: On the sponsorship activation side, sponsored World Series gate premiums include 50,000 “Livestrong-style” Stand Up To Cancer rubber bracelets for Game One, sponsored by MasterCard. The credit card company also will break creative during the game featuring Red Sox P and cancer survivor Jon Lester. Game Two sees Firestone underwriting the distribution of 50,000 World Series trivia books. At Game Three, 50,000 Taco Bell/World Series ticket lanyards will be distributed; while at Game Four, 50,000 fans will receive a State Farm/World Series lapel pin.
TALKIN’ BASEBALL: MLB's online and TV outlets have planned extensive programming schedules. MLB.com will feature daily live pre- and postgame shows with on-site remotes to the participating ballparks. The site, in partnership with EMC, will also offer panoramic in-stadium World Series digital photographs where fans can zoom in and find themselves, as well as custom video programming featuring great moments in World Series history. Choice Hotels will be sponsoring a first-ever World Series version of PrePlay, the predictive mobile gaming app. MLB.com also is planning World Series editions of "Bucks On the Pond," its game show-themed video program staged at MLB ballparks. MLB Network will air two-hour editions of "MLB Tonight" from each ballpark at 3:00pm and 6:00pm ET each World Series gameday. "MLB Tonight" will continue its postgame analysis each night from the ballparks. The network also has planned a set of documentaries and features set to air prior to and during the World Series week. The first marks the 40th anniversary of Jackie Robinson's death.
SOCIAL LIVING: Social media efforts will see MLB Network’s Eric Byrnes, Sean Casey and Mike Lowell live tweeting during each game. MLB.com plans a dedicated World Series feed of its "140 Club," channeling conversation around each game.