YouTube TV last night unveiled the latest activation around its World Series presenting sponsorship with a variety of on-air ads before and during Game 1, all built around the company’s new “Watch Like A Fan” tagline. Developed in collaboration with Fox Sports and MLB, the new spots were led by a 90-second ad airing at the beginning the game touting the OTT service and featuring other Fox entertainment programming in addition to live sports such as MLB. The ad, including a voiceover from actress Mila Kunis, will be cut down into smaller lengths and run during subsequent World Series games. YouTube TV also aired several double-box ad executions during the game that were triggered by in-game developments such as pitching changes and runners reaching scoring position. The brand additionally developed two augmented reality ads, airing prior to first pitch and during the 7th inning stretch, in which the YouTube TV logo and a simulated TV screen were virtually superimposed over Fenway Park’s Green Monster seats. “We’re looking to showcase both the flexibility of this product as well the emotional attachment people have to their favorite sports and shows,” said Angela Courtin, Global Head of YouTube TV & Originals Marketing. “There’s obviously a push toward continued awareness and conversion, but we also want to really celebrate the game and celebrate what fans love to watch.” The on-air activations are also being joined by a baseball-themed competition among YouTube content creators in which the winners will throw out a first pitch prior to Game 4 Saturday in L.A., and the presenting of YouTube TV Fan Awards.
GOT A GOOD THING GOING: The YouTube TV sponsorship for the World Series, which originally debuted last year, was extended early this year through the ’19 season, and Courtin lauded the interplay with the league. “We are continuing to find a real spirit of innovation in our work with MLB, and this has been a highly valuable partnership for us,” she said.
