|
|
March 16, 2016 | Volume 14, Issue 2
OAKLAND ATHLETICS' PLAYERS TEAM UP WITH HUB STRATEGY AND COMMUNICATION TO PRODUCE AWARD WINNING TELEVISION SPOTS
Star players partner with ad agency to create innovative television marketing content.
By: Mike Curtin
|
|
|
|
Click the image above to see Comcast's coverage of the creative meetings!
Dear Faithful Readers,
Over the past few years I have worked very closely with both the SAMMY and ADchievement awards here at the National Sports Forum. Through these two programs I see a variety of different advertising programs and campaigns from across the industry. Generally speaking, the campaigns we see from the SAMMY and ADchievement submissions involve giveaways, competitions, season ticket holder packages, etc... That being said, a trend we've begun to see more of is the incorporation of a team's players into the advertisements or campaigns.
This feature highlights an example of a campaign that incorporated the team's players into a few short TV spots. The Oakland Athletics partnered with advertising agency, Hub Strategy and Communication, to bring to life some very entertaining ads while turning some of the Oakland A's players into writers and actors. Hub Strategy and Communication enjoyed working with the Oakland A’s players and the program really paid off for the A’s.
Enjoy the read,
Ryan Heidrich
Director of Communications
PROGRAM TITLE
Oakland Athletics: Player Influenced Advertising
|
 |
OBJECTIVES
Seven years ago, the Oakland Athletics began focusing more on their advertising and reaching out to their loyal fan base. At this point in time, baseball players in the advertising industry were seen more as props due to their lack of experience in acting. The main objective coming from both the Oakland A’s and Hub Strategy and Communication (the A’s ad agency) was to change this perception and create successful advertising content in the process. Another major goal coming out of this partnership was to bridge the connection between the fans and the players of the Oakland Athletics.
PROGRAM DESCRIPTION
|
Over the first six years of this partnership, the spots became so popular with the players featured in them, that more A’s players and coaches wanted to get involved. The culture shifted from the feeling of being obligated to participate in advertising to wanting to; which made these spots extremely popular amongst fans as it allowed insight that those outside the clubhouse would never have been able to see otherwise.
Sean Doolittle and Stephen Vogt (two stars from the television spots) from the Oakland A’s eventually sat in on Hub’s creative concept brainstorms and table reads for the 2016 TV spots. Two of the concepts that the veteran players wrote ended up being chosen for final spots. The first, “Unflinching Trust”, has fun with the trust building exercises that catchers have to go through with their pitchers and the second, “Meetings Meetings”, spoofs the private conversations pitchers and catchers have on the mound mid-inning.
“Working with Sean and Stephen was a lot of fun. They brought a level of insight that, as a fan, you would never know. They bring a perspective on what actually goes on behind the scenes that was amazing and lent to a lot of funny situations,” said Hub’s Creative Director/ Founder DJ O’Neil.
|
 |
Click the image above to check out the player's creative meeting video!
PARTNERSHIP
Since 2009, Hub Strategy and Communication has been working with the Oakland Athletics as their official Agency of Record (AOR), which is an agency that coordinates the purchase of media time and space for a larger company.
RESULTS
These Television ads have won the NSF’s ADcheivement Awards top honors in its respective category five of the past six years. Also, the fans have really responded positively to the work; Stephen Vogt’s nickname has become ‘Everything Bagel’, a reference to last season’s spot. While it still remains to be seen how these new spots will be received, if there’s any indication from past results, they’re bound to be a success.
LOOKING AHEAD
The first spot went out this last week while seven others are set to be released over the course of the year. Based on the success of these future spots and the interest of players to work closely with the content again, this program could become commonplace for Oakland A’s spots in the future.
CONTACT
For more information, contact:
Libby Freeman, Director of Communication, Hub Strategy and Communication
|
Recent Features
|
Major League Soccer Initiates Creative League-Wide Jersey Program
MLS recognizes its season ticket holders by activating a league-wide jersey number program.
|
Milwaukee Brewers Create an Emotional Fan Experience at Miller Park
The Milwaukee Brewers partner with BRC Imagination Arts to recognize former Brewers Owner, Bud Selig, by creating "The Selig Experience".
|
Avnet Helps Businesses Thrive Through Unique Data Analytics Tool
As data analytics takes over, Avnet separates itself from other solutions providers.
|
|
|
ABOUT THE NATIONAL SPORTS FORUM
The National Sports Forum is the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2016 NSF Conference and Trade Show will be held on February 14 - 16, 2016 in Portland, OR. Visit www.sports-forum.com.
|
THE NSF SALUTES
OUR PARTNER
Ticket Galaxy joins the NSF as an Official Sponsor for the first time in 2016 as the title sponsor of the Ticketing Super Panel, which will take place on Tuesday afternoon at the 2016 National Sports Forum. Ticket Galaxy is the sports and entertainment industry’s leading source for tickets on the secondary market, providing consumers with hard-to-get, sold-out, and discount tickets to live entertainment events in the United States and abroad.
|
|
|
|
