MasterCard International, Purchase, NY, last week unveiled a summer campaign leveraging its Major League Baseball sponsorship that the league is calling its biggest effort to date. The Memorable Moments campaign launches July 9 by letting fans in stadiums and online at mlb.com vote for the best baseball moments of all time. Nearly 12 million ballots will be distributed. The program is “the most significant marketing campaign ever initiated by Major League Baseball and one of its business partners,” says Tim Brosnan, New York City-based MLB’s executive vp-business.
A sweeps overlay gives cardholders making purchases through Sept. 20 a chance to win a trip to this year’s World Series, where the winning “moment” will be revealed. “This baseball promotion is truly a unique opportunity to reach the most fervent and most casual of baseball fans,” said Bob Cramer, MasterCard’s vp-global sponsorships and event marketing.
More than 170 member banks and 350,000 merchant locations will participate through statement inserts and P-O-P ballot boxes. Financial institutions will receive merchandising kits, premiums, and assistance in creating co-branded Web sites. MasterCard has been an MLB sponsor since 1997.
New “Priceless” TV spots and print ads will support. The league will chime in with its own TV, print, and radio ads, as well as in-stadium signage. Wilton, CT-based Ryan Partnership handles in its swan song for MasterCard (which moved its account to Integer Group last month). Project Support Team, Danbury, CT, provides execution support. McCann-Erickson, New York City, handles ads.
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