Sunday evening scan, this was a good read..
PS, thanks for doing a good job moderating this evening..
ikno.
03/17/2007 12:00 AM ET
'Get into the Blue' advertising campaign celebrates Dodgers fans' loyalty
New Dodgers players express their excitement in additional spots
LOS ANGELES -- The Los Angeles Dodgers' 2007 'Get Into the Blue' advertising campaign launched across the Los Angeles DMA and includes television, radio, print, dodgers.com and outdoor components. The campaign is inspired by the devotion of Dodger fans and begins by introducing new Dodger players.
The first phase of TV ads connects fans to new players Jason Schmidt, Juan Pierre, Randy Wolf and Luis Gonzalez as they share their excitement about joining the Dodgers. The second phase, created by Young & Rubicam Brands and executed by Bounce Event Marketing in conjunction with the Dodgers, highlights how individual fans 'Get Into the Blue' in their own unique ways. These spots include "Foam Finger," "Nomar Van," and "Miracle Toast".
"The Dodgers have millions of fans, each with their own game day routine, favorite player and distinctive traditions," said Dodger Chief Operating Officer Marty Greenspun. "These new ads are a light-hearted tribute to them all."
The first of the 30-second spots, called "Foam Finger" captures a Dodger fanatic on game day with a foam finger on his hand going through his daily routines including: turning off the alarm clock, putting in a contact lens and shaving using the foam finger. "Miracle Toast" depicts a husband reverently focused on his piece of toast that carries a likeness of Jeff Kent. His wife stands unconvinced as the Kent image winks at her husband. The last ad "Nomar Van" uses a black-tie event as the backdrop. A van with a huge Nomar Garciaparra mural painted on it pulls up to the elegant setting as the parking valet stands mesmerized by his hero.
The Dodgers' integrated campaign also invests in non-traditional exposure via movie theatre, mall, coffee retail and milk partners. Dodger ads and content will be featured at Mann Theatres and Pacific Theatres through Screenvision and on plasma screens in Westfield Mall and Coffee Bean locations frequently visited by Dodger fans. For the first time, Dodger partner Alta Dena Dairy will place ticket ads on up to five million milk cartons in Southern California retailers. In addition, school milk cartons will feature Dodger players and carry educational messaging.
"Our goal was to reach out to our fans and recognize their dedication to the Dodgers using entertaining scenarios," said Greenspun. "The non-traditional elements that we have created with our partners will provide us with many more unique opportunities to reach fans old and new and encourage them to visit Dodger Stadium this season."
The outdoor campaign, which is a visual display of players, Dodger Stadium, true-blue fans and other elements that highlight the Dodger experience can be seen on billboards, bus backs and cabs throughout the region. Designed by Young & Rubicam Brands, the outdoor ad component will continue into the season.
Salt Creek
