On one of the largest stages in professional sports, in
front of more than 25.4 million viewers, Major League Baseball leveraged a simple, creative,
and somewhat risky social marketing campaign:
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| NYMag.com |
The #WORLDSERIES hashtag.
The message is striking in its simplicity, including only the hashtag, the League logo, and the FOX logo.
Perhaps most shocking, though, has been the response. First, there has been almost no need for
explanation; we are to a point where it is implied that viewers understand the
hashtag and its function. Second, it was
incredibly successful, appearing in 2.17% of all tweets at one point Friday night.
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| Trendistic.com |
This campaign reveals a lot about how far things have come,
and is indicative of where things are heading.
This highlights an evolution in brand messaging: from the logo (making
consumers AWARE of the brand), to the website (letting consumers know where to
go to LEARN more about brand), to social media information (allowing consumers to
instantly ENGAGE with the brand).
The #WORLDSERIES campaign was well-planned, well-executed,
and well-received. This won’t be the
last we see of simple, direct, social media brand messaging in sports.