Blogging Gets Its Turn At The Plate

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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.