TBS Puts Philadelphia In the Spotlight of National Marketing Campaign
For the 2011 MLB Postseason
Network Exclusive Home of MLB’s Division Series and NLCS
“Come Out Swinging” Campaign Turns Philly Transit Shelters Into Dugouts to Promote the Start of MLB Postseason play on Sept. 30
TBS, exclusive television home of all four of Major League Baseball’s Division Series (LDS) and the National League Championship Series (NLCS), has put Philadelphia at the center of its comprehensive Come Out Swinging marketing campaign, which debuts on September 21. The extensive interactive consumer outreach will consist of an elaborate takeover of transit shelters along Market Street that will be transformed into the Phillies dugout that feature life-size photos of Ryan Howard, Cliff Lee, Cole Hamels, Jimmy Rollins, Chase Utley, Shane Victorino and Charlie Manuel. TBS’s exclusive coverage of all four Division Series starts September 30, followed by the NLCS on October 9.
The network’s multiplatform campaign extends beyond Philadelphia and includes traditional and interactive elements that will enable fans to experience the campaign in many facets including:
- National television ads (click link to see video: MLB Postseason on TBS – Jason Bateman spot)
- National radio spots,
- Print ads in USA Today and Sports Illustrated featuring QR codes (quick response) highlighting tune-in messages
- Digital out-of-home billboards with tune-in information and real-time scoring in Atlanta, Boston, Detroit, Milwaukee, New York and Phoenix
- Online promotion through social media on Facebook and Twitter
- Online promotion on Yahoo! MLB
- Promotions in 1,400 National Cinemedia movie theatres
- Bus kings – tune-in signage on the side of buses – in New York, Boston and Philadelphia Click Link for Photos: Philadelphia Bus Shelter Signage
“Our annual coverage of Major League Baseball’s postseason has taken a familiar route the past five seasons with a stop in Philadelphia,” said Christina Miller, Turner Sports senior vice president strategy/marketing/programming
In Philadelphia, fans waiting for the bus on Market Street between 10th and 14th Streets will have the opportunity to experience the excitement of MLB Postseason on TBS and interact immediately through available mobile technology (QR codes) in the dugouts. The QR codes embedded into the dugout display give fans the ability to receive special tune-in messages by scanning the bar code with their mobile devices.
About Turner Sports
Turner Sports, a division of Turner Broadcasting System, Inc., is an industry leader in televised and online sports programming, airing championship level sporting events on TBS, TNT and truTV, and managing some of the most popular sports sites on the Internet. Turner Sports’ television line-up includes the NBA, Major League Baseball, the NCAA Division I Men’s Basketball Championship, NASCAR and professional golf. The company’s digital portfolio includes SI.com, NASCAR.COM, NCAA.com, PGATOUR.COM, GOLF.com and PGA.com, as well as an accompanying collection of mobile websites and connected device apps. Turner Sports and the NBA also jointly manage NBA Digital, which includes NBA TV, NBA.com, NBA LEAGUE PASS, NBA Mobile, the NBA Game Time App, NBADLEAGUE.com and WNBA.com.
TBS, a division of Turner Broadcasting System, Inc., is television’s top-rated comedy network and is available in 100.8 million households. It serves as home to the Emmy-nominated late-night series CONAN, starring Conan O’Brien; original primetime comedy series like Tyler Perry’s House of Payne and Tyler Perry’s Meet the Browns; and upcoming series like The Wedding Band and Tyler Perry’s For Better or Worse. TBS also features an outstanding slate of contemporary comedies, such as The Big Bang Theory, Family Guy and The Office, as well as blockbuster movies and championship sports.
Turner Broadcasting System, Inc., a Time Warner company, creates and programs branded news, entertainment, animation and young adult media environments on television and other platforms for consumers around the world.