“Yo, Adrian!” Did you happen to catch Cliff Lee, Ryan Howard or Chase Utley waiting for the bus along Market Street in Center City? It is all part of Turner Broadcasting’s promotion for the start of Major League Baseball’s postseason. TBS, which is the exclusive home of all four Major League Baseball’s Division Series and the National League Championship Series, has launched its comprehensive “Come Out Swinging” marketing campaign which features elaborate transformations of six transit shelters along Market Street in Center City Philadelphia. For fans waiting to catch a bus along Market Street, between 10th and Broad Streets, transit shelters have been transformed to look like the Phillies dugout complete with life-size photos of players Howard, Utley, Lee, Jimmy Rollins, Shane Victorino, Cole Hamels and manager Charlie Manuel.
Christina Miller, senior Vice President of strategy/marketing/programming for Turner Sports, says people waiting in the bus shelters will “feel like you’re part of the dugout.” Miller says the photographs which capture the intensity on the faces of the players and manager, “brings you to a feeling of wanting to watch the game.” The Turner executive adds that the marketing plan is “a great opportunity to excite the local fan-base and launch a national campaign that highlights their players, as well as the team heading into the postseason with the best overall record to-date.”
The dugout-themed transit shelters in Philadelphia will also feature tune in messaging and QR or quick response codes, that when scanned with their mobile devices, will give fans the ability to receive special tune-in messages. The technology will also allow users to access an updated post season schedule, and connect with messages from Turner’s on-air talent talking about baseball’s post season.
The displays will be around town for the next four weeks, which if all goes according to Phillies fans plans, the team will be well on its way to the 2011 World Series.