In Depth
TBS Prepares for MLB Postseason
Promo Campaign Featuring Players and Bon Jovi Set for Big, Small Screens
With baseball’s post-season just around the corner, TBS is stepping up its marketing game for the channel’s upcoming coverage of the National League and American League Division Series and the American League Championship Series.
As part of the channel’s effort to increase awareness of the games, the outlet is unveiling a new full-length promotion featuring Bon Jovi and some of the players expected to be competing in this year's postseason games.
TBS also has confirmed that it will relaunch “TBS Hot Corner” on MLB.com, offering video streaming from postseason match-ups and reports and updates from TBS on-air announcers.
“One of our biggest objectives is continuing to build awareness of the postseason on TBS,” said Jenny Storms, senior VP of marketing and programming for Turner Sports. “We want sports fans to know where to find these games,.”
The new TBS spot includes footage from Bon Jovi’s recent live performance in New York’s Central Park of “I Love This Town.” The video will be interspersed with action footage and enthusiastic MLB stars imitating their rock heroes.
Long versions of the Bon Jovi promo are slated to run nationally from Sept. 12 through Oct. 2 on more than 11,500 movie screens. They will be included in National CineMedia's digitally delivered pre-shows in AMC, United Artists, Regal, Edwards, Cinemark and Georgia Theater Company cinemas. Abbreviated versions will run on TBS beginning Sept. 15.
Baseball has been buoyed this year by the large number of major-market teams in the hunt for the pennants, as well as a couple of Cinderella stories.
To capitalize, the TBS promos feature players from the Boston Red Sox (Jonathan Papelbon, Sean Casey), Chicago Cubs (Mark DeRosa, Ryan Theriot), Chicago White Sox (Jermaine Dye, A.J. Pierzynski), Los Angeles Angels of Anaheim (Joe Saunders, Jered Weaver), Los Angeles Dodgers (Russell Martin, Joe Beimel), Tampa Bay Rays (B.J. Upton, Evan Longoria), Milwaukee Brewers (CC Sabathia, Bill Hall, J.J. Hardy, Corey Hart), Arizona Diamondbacks (Chris Young, Conor Jackson) and the New York Yankees (Joba Chamberlain, Johnny Damon).
“We had such a positive response from baseball fans on this campaign last year that we really wanted to build and expand on it," said Craig Barry, senior VP/creative director for Turner Sports. “Bon Jovi’s performance in Central Park set the perfect stage, and the enthusiasm of the players really gave it a fresh integrated feel.”
The network tapped the talents of TBS personalities Frank Caliendo (“Frank TV”), Bill Engvall (“The Bill Engvall Show”) and Tim Hutton (“Leverage”) for additional promos for MLB’s second installment of its popular “There’s Only One October” advertising campaign. Those spots feature the TBS stars blogging about the thrills of postseason baseball.
TBS also will bring back its popular “TBS Hot Corner” for season two. Last year, the channel tapped Alyssa Milano as a face for the series, and executives are searching for another name to grace the broadband channel.
“All of these elements capture the excitement not only from baseball but also what audiences can find here on TBS,” said Ms. Storms.
TBS takes the mound Oct. 1 with exclusive coverage of the division series, followed by the ALCS on Oct. 10.
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