Brands need to take advantage of all the digital resources available to promote their partnerships and maximize the return on their investment.
A great example is New Era’s partnership with Major League Baseball (MLB). New Era is the official baseball cap of MLB and launched the #CapsOn campaign on the league’s Opening Day, April 4, 2016. The goal of the campaign was to promote New Era’s cap offerings and encourage fans to wear their team’s cap on the first day of the MLB season. #CapsOn was promoted through TV, social, and in-store activations. Facebook, Twitter, Snapchat, and Youtube were all part of the campaign.
New Era’s #CapsOn video was posted to Facebook and became the brand’s most liked video to date with close to 2,900 likes and over 540,000 views.
It didn’t take long for #CapsOn to trend on Twitter. Not only were the MLB teams using the hashtag, but other professional sports teams showed their support as well. Fans always like to see their local teams supporting each other. The sense of community pride is something integral to the fan experience.
The MLB league and official team accounts also offered giveaways throughout the day. Audience members of the popular “Ellen Degeneres Show” were given hats on Opening Day and 30,000 hats were given out in 13 cities across the U.S.A. as part of the promotion. Fans could win by going to certain locations in those cities and also by Tweeting with the hashtag #Capson.
Marc Gonzales was a producer for The Hype! Agency that worked on the program and said:
“The Hype Agency’s Brand Ambassadors were hired to add to the national effort of the #CapsOn program. Our teams were in 13 different markets walking around high-traffic locations, which included commuter hotspots, local universities, and downtown hubs. Our staff were equipped with New Era Baseball caps and photo props, like MLB Player oversized emojis, to garner social media participation from audiences. Fans were asked to take a photo with their new baseball cap or the photo prop and use the #CapsOn on their personal accounts.”
*Photos courtesy The Hype! Agency
#CapsOn was also activated on Snapchat with special facial recognition lenses for the local teams. The lenses allowed fans to post themselves wearing their team’s cap and eye-black featuring the words “Opening Day.”
These types of engagement are critical to a successful campaign. You should always seek active participation from your audience and encourage sharing across all channels. The #CapsOn promotion was a wildly successful one in that regard with the creation of user generated content.
With #CapsOn, MLB and New Era provided a great case study for other brands on how to maximise a digital sponsorship across multiple fronts.