TBS yesterday debuted its MLB postseason marketing campaign entitled "Come Out Swinging," and it has put Philadelphia at the center of the effort. The net is launching a takeover of transit shelters along Market Street, altering them to resemble a Phillies dugout with life-size images of Phillies 1B Ryan Howard, SS Jimmy Rollins, 2B Chase Utley, CF Shane Victorino, Ps Cole Hamels and Cliff Lee and manager Charlie Manuel (TBS). BROADCASTING & CABLE's Jon Lafayette reported the shelters also include "tune in messaging and QR codes, one that when scanned, takes users to an updated post season schedule, while another connects with messages from Turner's on air talent talking about the post season." Turner Sports VP/Strategy Marketing & Programming Christina Miller said that there are "less elaborate outdoor executions being installed" in other potential playoff cities, including Atlanta, Boston, Milwaukee, N.Y. and Phoenix. Lafayette noted print ads in USA Today and SI "will also use the QR codes, and digital advertising will include Facebook and Twitter, with the hashtag #postseason being used to drive social media conversations." Digital outdoor media also is "being employed to provide live scoring while games are in progress." In addition, spots on TBS and other networks feature actor Jason Bateman "finding humor in fearful situations analogous to the pressure of the playoffs, from striking out in a bar to being too close in crowed elevator." Furthermore, Turner is "promoting baseball in 1,400 theaters," tying into tomorrow's release of "Moneyball" (BROADCASTINGCABLE.com, 9/21).
