This ain’t no joke. Major League Baseball announced that ads for Spider-Man 2 will be atop bases at all MLB games from June 11 – June 13.
Huh? Advertising atop bases? Is the target audience M25-34 with a HH income of $2.5 million?
Seriously ... who is going to see these ads besides the likes of Derek Jeter, Hank Blalock, and Brett Boone? These ads are a mere 4 inches long, will be covered with dirt, and far from view of any fan. Who is going to see these ads?
Now, these ads atop bases are just one component of a more, multi-dimensional promotion that will include event marketing tactics like giving Spider-Man masks to fans. As a publicity stunt, this will no doubt generate media coverage for Spider-Man 2. But, is this the right type of publicity that meaningfully tells the Spider-Man 2 story or is it merely a stunt to get attention?
Jacqueline Parkes, baseball's senior vice president for marketing and advertising, is quoted as saying, "It's the future of how we generate excitement inside the stadium and about the game itself."
Major League Baseball is in trouble if this is how they plan to generate excitement inside the stadium and for the game itself. Serious trouble.
And I ain’t buying that these Spider-Man ads atop bases are “Free Prizes.” Nope. Ain’t buying it. Not today. Not tomorrow.
Who's on first?
Posted by: Brand Examiner Paul | May 05, 2004 at 06:04 PM
Paul ... how many times do we have to go over this?
Who's on first.
What's on second.
And I don't know is on third.
Posted by: johnmoore (from Brand Autopsy) | May 05, 2004 at 07:00 PM
Is nothing sacred anymore? Ugh. I hate this idea. I wonder if it is even within the rules of the game?
"First, second and third bases shall be marked by white canvas bags, securely attached to the ground as indicated in Diagram 2. The first and third base bags shall be entirely within the infield. The second base bag shall be centered on second base. The bags shall be 15 inches square, not less than three nor more than five inches thick, and filled with soft material."
I would argue the bases are no longer white if something is printed on them.
Posted by: Chris O'Donnell | May 05, 2004 at 08:05 PM
hi john: do you remember that plaintive sigh you heard in your dreams last night? That was me here in London this morning, expressing a brief moment of despair at this foolishness. Not so much the advertising as the breathless absurdity of "It's the future of how we generate excitement inside the stadium and about the game itself." If she's excited by this, she needs to get out more... and not to one her over-branded baseball games!
Posted by: Johnnie Moore (London) | May 06, 2004 at 05:04 AM