SBJ/August 22-28, 2011/Franchises

Braves’ digital ‘bash’ draws more than 20K

The Atlanta Braves drew more than 20,000 fans on Aug. 14 for a wide-ranging social media effort dubbed “#BravesBash,” featuring interaction with players on digital platforms.

A live streaming event on the club’s Facebook page drew more than 13,000 fans, while a crowd of more than 2,200 listened in to a conference call with broadcaster Jim Powell and a series of players. More than 100 Skype video calls between fans and players were made and received, including one with the MLB Fan Cave, while more than 3,000 individual tweets were sent out with the #BravesBash hashtag.

Derek Schiller, Braves executive vice president of sales and marketing, said the club plans to revive #BravesBash next year. “We believe this was successful enough and we learned enough that we’ll want to do it again,” he said. “We’re really pleased with how many people engaged with us, and what really made it work was having the participation of players and having all of these channels going on at once.”

#BravesBash was a fundraiser for the Atlanta Braves Foundation. Auctions remained live last week, so a fundraising total was not available.

— Eric Fisher


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