March 23, 2011 | Volume 9, Issue 22

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"Battlefield" of Dreams?

IronPigs' fans enjoy in-game promotion that transforms the field surface into a game board

CONTACT

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Matthew Zidik
Director, Creative Services
Lehigh Valley IronPigs
Phone: 610-841-1226
Email: [email protected]

ORGANIZATION

Lehigh Valley IronPigs

PROGRAM TITLE

Battlefield Challenge

OBJECTIVES

Following each season, the Lehigh Valley IronPigs' front office staff participates in an offsite location retreat in order to review last season's results and discuss plans for the upcoming season. All revenue topics are discussed, including ticketing, food and beverages and promotions. When discussing on-field promotions, the IronPigs' goal was to enhance the fan experience, giving their fans something extra to cheer for outside of just the final score of a baseball game. The IronPigs' objective was to create an on-field promotion using the actual playing surface as a game board. The results of the game would be determined by a batter's at-bat performance, similar to the way Baseball Bingo is played in which the results of a play coincide with a number on a bingo card.

PROGRAM DESCRIPTION

The result was the creation of an on-field promotion titled "Battlefield Challenge," in which each team (home vs. visitor) battled to gain full control of the Battlefield, which was the Coca-Cola Park playing surface. The playing surface was divided into six "Battle Zones" using a grass cutting pattern, which divided the outfield surface into four zones and the infield surface into two zones.

A base hit into any zone would give the hitting team control of that zone (shown in Picture 1 below). The team would remain in control of that zone until a base hit from the opposing team lands in the same zone. A base hit that did not reach the outfield thru the air, would give the hitting team control of the infield zone in which the ball passed thru. Furthermore, there were "double score" areas, with large circles in left-center and right center fields as well as strips down the left and right field base lines. Hits that landed in those areas would gain control of the two connecting zones (shown in Pictures 2 and 3). Lastly, a home run from either team would automatically convert all opposing controlled battle zones to be controlled zones for the hitting team.

The objective of the game was to "Conquer the Battlefield" by controlling all six zones simultaneously. After every base hit and at the end of each half inning, the IronPigs used video board graphics in order to update fans and keep them informed of the "Battle." Should the IronPigs control all six battle zones at any point during a game, the team would reward all fans in attendance with a 40-50% discount on all food and non-alcoholic beverages available at all concession stands for the remainder of the game.

Screenshots of various ways to gain "Battle Zones".

MEDIA

The Battlefield Challenge was advertised primarily through the IronPigs' website, creating a unique splash page and including a featured story on their home page. Additionally, after interest in the promotion grew, the IronPigs also decided to engage their TV viewing audience with the Battlefield Challenge, implementing a text-to-win program during broadcasts while the promotion was in action.

PARTNERS

The original idea for Battlefield Challenge was meant to only engage fans in attendance at the ballpark, however interest in the promotion grew rapidly after only a few games. Because of this, the IronPigs quickly decided to engage the home viewing audience through their wonderful relationship with Service Electric Cable TV & Communications, the broadcasting partner for all IronPigs' home games. "This would not have been possible without the great working relationship we have with Service Electric Cable TV & Communications," stated IronPigs' Director of Creative Services, Matthew Zidik.

RESULTS

The result of the Battlefield Challenge was much better than expected. Outside the spike in numbers of concession sales, the IronPigs were recognized nationally, being selected as Minor League Baseball's best in-game promotion at the Minor League Baseball Promotional Seminar in Las Vegas. Zidik stated, "Minor League Baseball is known for coming up with unique and sometimes whacky promotions. It's an exciting challenge to try to invent the next new and unique promotion as a way to entertain your fans, and then to have your efforts recognized nationally make it very special and rewarding."

The playing surface at Coca-Cola Park was divided into six "Battle Zones" using a grass cutting pattern.

LOOKING AHEAD

Battlefield Challenge will be returning to Lehigh Valley for the 2011 season, spanning the IronPigs' June 7th thru June 14th home stand.

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