Blogging Gets Its Turn At The Plate

August 28, 2008 By David Burn Leave a Comment

Major League Baseball is spending $65 million this fall to advertise its postseason action, according to The New York Times.

When Major League Baseball was looking for a pitchman last year for the postseason, it turned to the social networking site MySpace and found that Dane Cook, the comedian and actor, had a lot of friends.
This year M.L.B. and its playoff and World Series broadcast partners, Fox and TBS, decided to showcase a different aspect of life on the Internet: blogging, which will be a common thread in the 20 or so advertisements.
Each spot is a juxtaposition of baseball history and new media, with bloggers conjuring up moments like Bobby Thomson’s “Shot Heard ’Round the World,” Carlton Fisk’s walk-off home run in Game 6 of the 1975 World Series and Kirk Gibson’s hobble around the bases in the 1988 series.
The message is meant to be that even if your favorite team is out, you can tune in the playoffs to see something potentially historic.

Filed Under: Sports Marketing

About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.