Coinciding with Opening Day, MLB launched a new marketing campaign Thursday titled "MLB Always Epic." The heavily Web-based and unconventional campaign, created by MLB's new marketing and agency of record Hill Holliday, will showcase the compelling personalities of MLB's cast of star players, as well as other "epic" characteristics of the game.
This marks a significant departure from previous MLB advertising, which has traditionally been footage-based with a more linear storytelling approach.
"Our strategic and creative approach for 'MLB Always Epic' is to highlight the truly epic nature of MLB -- its story lines, plot twists and the sprawling cast of star players," said Tim Brosnan, MLB executive vice president, business. "Using every media channel and asset available, we will create a steady stream of sharable content based on new and existing assets that we believe will ultimately inspire more fan participation that ever before."
The creative content will be geared for consumption online, with some spots taken to television. The digital features will be housed on MLBAlwaysEpic.com and related microsites and will be distributed and shared through social media. All of the sites are powered by MLB.com.
(taken from 'MLB Always Epic' marketing campaign unveiled)
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