Chevrolet is driving into Major League Baseball’s (MLB) All Star Game with a host of promotional activities in tow, including interactive events, an online sweeps, fan activities and giveaways.
During the All Star Game events, which begin today in Pittsburgh, PA, and run through July 11, the automaker is providing a fleet of more than 100 E85 Ethanol-compatible Avalanches, Suburbans, Tahoes and Impalas for MLB to use. The vehicles will be wrapped with a gold Chevrolet bowtie and an All-Star Game logo.
At the event’s FanFest, which features interactive attractions, skill clinics, seminars, free autographs from MLB legends, a collector’s showcase of memorabilia and more, Chevrolet will display 11 vehicles including the Avalanche, Tahoe, Suburban, Impala SS, Cobalt SS, HHR, Silverado (displaying the World Series MVP Trophy) and Corvette Z06. A spin-2-win contest will give away more than 15,000 premiums, including Chevy-branded posters, face masks, window clings and baseballs. Additionally, consumers can learn about alternative fuels through a Chevy E85 display.
“The objective is to make a solid connection with the game and fans,” said Philip Caruso, national promotion manager, Chevrolet. MLB has millions of fans that stem from diverse backgrounds, including a growing Hispanic base, which is a prime target group for Chevy, he added.
As part of its plans, Chevy will host an All Access Music Tour in the MLB’s Sponsor Zone. The interactive music display will feature pop culture memorabilia and provide consumers with access to Elvis’ jumpsuit, an Elton John stage outfit and other items. The Tour will feature performances by various XM Satellite Radio and Country Music Television artists. Chevy will integrate a Corvette Z06, Impala SS, HHR, Tahoe and two Avalanches (one placed on a scissor lift) throughout the Sponsor Zone.
During the All-Star Parade on July 11, 65 red, white and blue Chevy Avalanches will escort players along the parade route to PNC Park. Meanwhile, three Chevrolet billboards featuring MLB’s Pittsburgh Pirate’s Jason Bay have been placed in the vicinity of the park to catch fans’ attention. Five 16-foot Chevy and MLB-branded baseballs will float along the Monongahela River until the festivities wrap up.
Chevrolet is also the presenting sponsor of the Ted Williams Most Valuable Player (MVP) trophy. The winner of the trophy will received the keys to the Chevy of his choice on-field following the game. A 9-N-9 sweepstakes launches today at Chevy.com/baseball. Fans will win baseball items and XM radios during each of the All Star Game’s innings. One consumer will win the grand prize, the same Chevy the MVP selects. Consumers enter the sweeps by answering baseball-related questions and questions about the company’s TV ads. Entries must be made before the game at 8:00 p.m. EST on July 11.
This is the automaker’s second year of a three-year, multi-million-dollar agreement with MLB’s All Star Game property. This year’s promotions are tied to a baseball-themed advertising campaign, which broke with national TV ads over the Fourth of July weekend. The Love Affair-themed commercials acknowledge, with a wink, the ways in which baseball and Chevrolet have changed over the years.
“Our connection with baseball fits in quite well because baseball and Chevy continue to be symbols of American values,” Caruso said. “Both are authentic and competitive, which are really part of the American culture.”
The promotions are a collaborative effort between GMR Works and GM Planworks which handles media buying. Warren, MI-based Campbell-Ewald handles the Sponsor Zone activities; Los Angeles-based Deutsch handles billboards, TV, radio and print ads.
Detroit, MI-based Chevrolet is a subsidiary of GM.
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