A baseball team piggybacked the NFL’s Big Game when the New York Mets rolled out a regional Super Bowl spot in the New York Tri-State area to boost ticket sales for the 2023 MLB season.
The comic campaign featured a line-up up Mets stars – including Pete Alonso, Edwin Diaz, Luis Guillorme, Francisco Lindor, Brandon Nimmo, Kodai Senga and Tomas Nido – all working on the club’s ticket sales call centre answering phones and responding to enquiries about the best seats for next season.
The comic commercial was titled ‘Amazin’ Call Center’ and featured the Mets players turning up at the call centre on Super Bowl Sunday to work the phones; the real-life call centre serves as a hotline for Mets fans wanted to purchase season tickets and ticket packages and also to access unlock enticing giveaways.
Plus, a QR Code appears during the spot which led to a landing page with special ticket offers and a chance to enter the sweepstakes to win 2023 season tickets.
It began with a teaser ad which aired locally during the NFC Championship game on 29 January on FOX 5 NY, before the full 30-second spot debuted during the final 45 minutes of the Fox 12 February pregame show to the Super Bowl and then aired again in the middle of the first half (also on FOX 5 NY).
The campaign – developed with agency FCB New York, produced by Media2 Inc and the Mets’ in-house production unit, with regional media handled by Giant Spoon – was a first-of-its-kind sport-on-sport Super Bowl campaign.
The creative agency was FCB New York where the team included Chief Creative Officers Michael Aimette and Gabriel Schmitt, Executive Creative Directors Stu Mair and Gary Resch, Creative Directors Dan Grech, Laszlo Szloboda and David Green, Chief Strategy Officer Todd Sussman, Strategy Director Robbie Felder, Project Manager Carolyn Brafman and Account Director Janelle Van Wonderen.
Media was handled by Giant Spoon where the team was led by Partner Laura Correnti and Media Director Brooke Reno.
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According to the agency, this campaign, which reached one in three people in the Tri-State area, is the first time an MLB team has advertised during the Super Bowl since the Texas Rangers in 2018.
The Super Bowl campaign is the latest example of the Mets’ fresh, fan-first approach to marketing as illustrated by its late 2022 ‘These Mets‘ playoff campaign.
Indeed, many baseball fans view the final bell at the Super Bowl as the unofficial start to baseball season, so its sensible timing to promote new season ticket sales to the huge sports fan audience watching the Big Game as football season comes to a close.
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