MLB WORLD SERIES ACTIVATION

2010 World Series Retail Promotion in Texas

CLIENT: MAJOR LEAGUE BASEBALL

THE BRIEF

Capitalize on the fan frenzy for the Texas Rangers reaching their first World Series ever by driving fans to retail to purchase MLB Authentic Gear.

THE EXECUTION

NRG created and integrated program that revolved around a sweepstakes for World Series Game tickets including a PR campaign that partnered with local media outlets to drive additional interest through on-air ticket giveaways.

Authentic MLB Kits that contained World Series hats, shirts, and jackets were created and sent to each Radio and TV station in the Dallas/Fort Worth area to help increase the buzz.

NRG utilized street teams dressed in MLB World Series Authentic Gear to hand out sweepstake tickets that could be redeemed at local Sports Authorities in the Dallas/Forth Worth area for a chance to win the Word Series tickets.

The street teams targeted bars , The Sports Authority locations, Southern Methodist University and areas outside the where the other Dallas professional teams play.

NRG handled all aspects of the promotion from printing of collateral, organization and management of street teams, PR outreach and media negotiation, creation and distribution of Authentic Kits.

THE RESULT

25,000 sweepstakes tickets distributed via street teams throughout the Dallas/Fort Worth area. Approximately 3,000 tickets were redeemed at TSA’s.

Through the PR initiative, NRG secured approximately $90,000 in media exposure for the campaign