Bank Of America, the Official Bank Of Major League Baseball, is leveraging its rights on the build up to opening day weekend with a national campaign to connect existing (and future customers) to the start of the MLB 2011 season.
The key part of the pre-season promotion sees the financial brand bring baseball stars into select branches of the bank right across the country where they will surprise customers queuing for services in person. Offering autographed MLB merchandise, tickets and other opening weekend giveaways, a local team star player from the local MLB side will make announced visits to banking outlets in New York, Boston, Chicago, San Francisco and Los Angeles.
Additionally, Bank of America is providing free vouchers to be used towards either ballpark concessions or game tickets to customers attending the home openers for the above five teams.
For customers who want to be connected to baseball wherever and whenever they want, Bank of America customer engagement teams will be positioned in high-traffic locations and at home games for the five teams to distribute free MLB.com
The Bank of America programme will also promote a range of its products and services that enable customers to access their accounts whenever, wherever and however they want. This is one key component for the Bank and the ROI
The initiative is supported by a variety of integrated creative elements ranging from print, radio, point-of-sale and out-of-home advertising, in-stadium signage and branded kiosks, and roaming Bank of America customer engagement teams.
Comment:
It’s important for sponsors to drive awareness of their property, build excitement and connect their customers to the game in physical locations as well as through advertising messages. This player-in-bank-branch approach certainly provides a memorable and unique experience for some lucky customers.
As well as being the Official Bank of Major League Baseball, bank of America also sponsors several individual MLB teams including the Atlanta Braves, Baltimore Orioles, Boston Red Sox, Chicago Cubs, Los Angeles Dodgers, New York Yankees, San Diego Padres, San Francisco Giants and St Louis Cardinals, along with several Minor League clubs.
BOA also has extensive sponsorships in NASCAR, Football, Basketball and Marathons.
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