SportsNet New York, the Mets’ regional sports network, is taking the wraps off a new brand campaign launching this month on its own air and on other cable outlets.
“The world has changed, the business has changed, so it was time for a new approach,” said Marie DeParis, SNY’s senior vice president of marketing and business development. “We needed to get the word out that we weren’t just the TV home of New York sports.”
Designed to emphasize both SNY’s authenticated in-market streaming and its availability across media platforms, the new creative from agency Spork New York centers on “Joey 11204” (the Bensonhurst zip code), a holographic intelligent assistant who’s anything but. The answer to his inabilities, of course, is turning to SNY “any time, from any device.”
“Joey 11204” doles out humor in the marketing effort, which touts SNY’s availability across media platforms.sny
Three spots include “Phone-A-Friend,” in which Joey dials up a friend in search of an elusive answer to a sports query; “Injury Update,” wherein Joey complains about his own infirmities after being asked for a medical update before that day’s game; and “Crapper,” in which the digital dullard does not respond immediately because he is “indisposed.”
The “Get Your New York Sport Here” tagline remains.
The campaign is slated to break the week of Jan. 21 on TV and digital. The new creative work replaces SNY’s “House of Fans” campaign, which had a three-year run.
