XM, MLB Team for Marketing Promo
XM Radio is teaming up with Major League Baseball to let fans send personalized messages from some of baseball’s greatest players to plug the upcoming season.
The Call Stars promotion is designed to boost awareness about XM’s coverage of the 2007 baseball season.
Under the promotion, which starts today, fans can send customized messages from MLB players Derek Jeter, David Ortiz, and Cal Ripken, Jr. to friends via phone, e-mail or AOL Instant Messenger. The service is available at XMRadio.com/MLB.
Each message includes information about XM’s coverage of the MLB season. Fans can tailor messages with their friend’s name, favorite team and hobbies.
The promotion is part of XM’s sponsorship of MLB, which has been ongoing since 2005.
VariTalk, LLC, handles the technology and Lowe, New York City, handles the creative for the campaign.
XM is promoting the campaign via e-mails to its more than 7.6 million subscribers and to baseball fans on MLB.com. Online materials and radio spots also support it.
The goal behind the viral promotion is to get fans buzzing about baseball and XM’s coverage of the sport, said Brian Grossman, senior director of marketing partnership for XM. In addition to the games, the company offers a 24-hour talk radio channel dedicated to MLB. XM is promoting the tagline, “Every Team. Every Game. Everywhere.”
“We carry every single MLB game and all post-season games, which to baseball fans is important,” Grossman said. “We want to ensure every fan gets that message. One way to do it is with this technology.”
In related news, XM has launched a sweepstakes tied the MLB offering a chance to win a Chevy Tahoe and a trip to a 2007 game.
Consumers enter the XM Travel with Team Sweepstakes at MLB.com or
XMRadio.com/MLB through June 30. One grand-prize winner will receive a Chevy Tahoe with a year of XM Satellite service, a VIP road trip for two to a MLB game with hotel accommodations and airfare and $500 cash. Four first-prize winners will fly to see their favorite team play and receive $500 spending money.
Project Support Team, Danbury, CT, handles the sweepstakes for XM.
