Fox Uses In-Game Product Mentions To Entice, Reward Advertisers

Taco Bell Promo An Example Of Fox' Use Of In-Game Enhancements During World Series

A BELL WILL RING: Rays SS Jason Bartlett stole a base during the fifth inning of Game One, thus activating Taco Bell's free taco promo, and Fox' Chris Myers interviewed Taco Bell President Greg Creed with one out in the top of the sixth inning to discuss the promo. Creed said, "We’re going to give away a free taco to everyone in America on November 28th between 2 and 6pm local time” (Fox, 10/22). The date of the promotion is actually October 28, not November 28. After Bartlett stole the base, Fox' Joe Buck said, “Drop Bartlett a thank you note,” but the promo was not mentioned again during the inning. Meanwhile, following Myers' interview with Creed, there was no mention again of the promotion (THE DAILY).

GETTING ACTIVE: Given Taco Bell's heavily-promoted food giveaway, advertising, and an in-game enhancement that included the live interview with Creed, its easy to see the QSR as one of the most active World Series sponsors, along with ever-present Budweiser. Aside from considerable media weight, Chevy is also doing a watch-and-win lucky number promo, and it broke a new ad for its crossover Traverse. "We're happy to see heavy activation from categories like autos, which have been cutting back elsewhere," said MLB Senior VP/Corporate Sales & Marketing John Brody. Chevy also sponsors Fox’ pregame show (last night's game broadcast opened with the "Keys to the game'' enhancement, sponsored by rival Ford), and underwrites the Player of the Game and the World Series MVP awards. Before World Series Game Three, the winner of the Chevy-sponsored Roberto Clemente Award will be named. A few more interesting marketing notes from last night's game on Fox included a TV promo for the MLB Network, which presumably will compete with Fox for viewers; and behind-the-plate signage for competing wireless brands Sprint and Verizon Wireless. Notable by its absence was MLB soft drink corporate sponsor Pepsi. The following chart breaks down the advertisers seen on the behind-the-plate signage during Game One; corporate MLB sponsors are indicated with an asterisk (Terry Lefton, THE DAILY).

EMPTY PLATE: In St. Petersburg, Aaron Sharockman notes the Rays during the regular season "collect revenue from a manual sign behind home plate that rotates every half-inning or inning." However, during the postseason, "it's Fox's money to be made" (ST. PETERSBURG TIMES, 10/23).

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