WORLD CHAMPIONSHIP BABY by BBDO San Francisco, Powell for Nbc Sports

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WORLD CHAMPIONSHIP BABY

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Industry Website
Media Promo & PR, Case study
Market United States
Agency BBDO San Francisco
Executive Creative Director Mike Mckay
Agency Powell
Art Director Page Kishiyama
Copywriter Jack Harding
Account Supervisor Jill Rohde
Editor Michael Schwartz
Released August 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: NBC SPORTS GROUP
Product/Service: CSNBAYAREA.COM
Agency: BBDO SAN FRANCISCO
Agency: POWELL COMMUNICATIONS
Art Director: Page Kishiyama (BBDO San Francisco)
Copywriter: Jack Harding (BBDO San Francisco)
TV Producer: Sam Barrett (BBDO San Francisco)
Executive Creative Director: Mike Mckay (BBDO San Francisco)
Account Supervisor: Jill Rohde (BBDO San Francisco)
Editor: Michael Schwartz (BBDO San Francisco)
Media placement: Digital PR - NBCBayArea.com - 6 July 2011
Media placement: Digital PR - Yahoo.com - 6 July 2011
Media placement: Digital PR - Huffington Post - 6 July 2011
Media placement: Digital PR - Cafemom.com - 6 July 2011
Media placement: Digital PR - NYdailynews.com - 6 July 2011
Media placement: Digital PR - Wsj.com - 24 August 2011
Media placement: Digital PR - CBSsports.com - 24 August 2011
Media placement: Print PR - ESPN The Magazine - 4 August 2011
Media placement: Digital PR - Sfgate.com - 24 August 2011
Media placement: Print PR - The Examiner - 24 August 2011

Summary of the Campaign
In 2010, the San Francisco Giants won their first World Series Championship in 52years, and it was the first baseball championship for San Francisco ever. Comcast SportsNet, the television home of San Francisco Giants, enjoyed record viewership in 2010, but worried about maintaining their audience through the 2011 season when the likelihood of the Giants repeating were slim. So they asked us to come up with a low-cost idea to help maintain ratings, drive awareness for the network, and engage fans on their website.

We created the Search for The World Championship Baby, a contest that set out to find the one baby that was conceived closest to the exact moment the San Francisco Giants won the World Series. We launched with a low cost TV spot that ran on ComcastSportNet, along with simple web banners and a web page that housed the contest on CSNbayarea.com.

In the first 24 hours after launch, Twitter mentions surged. 2 days later, CSN’s website experienced record traffic. Local and national press picked up the story and helped generate millions in earned media. 929 mothers-to-be who were impregnated during the World Series entered our contest. Then on August 1st, just 8 minutes after the exact 9-month anniversary of the Giants winning the World Series, the World Championship baby was born. And the new of the birth re-ignited the media buzz and fan engagement all over again.

The Situation
In November of 2010, the San Francisco Giants won their first World Series Championship in 52 years, and it was the first baseball championship for San Francisco ever. Comcast SportsNet, the television home of the Giants, enjoyed record viewership in 2010, but worried about maintaining their audience through the 2011 season when the likelihood of the team repeating were slim. So they asked us to come up with a low-cost idea to help maintain ratings, drive awareness for the network, and engage fans on their website.

The Goal
The goals were to merely sustain the record levels from interest from the championship season and build awareness of the network’s website by driving users to csnbayarea.com. We needed to reach these goals by using existing client media and an almost non-existent production budget.

Our target was Giants fans who were still on a high from the World Series win, but lose interest if the team starts to stumble. Our research came from digging into historical facts. We learned baby booms historically occur after monumental events. We felt the long overdue World Series victory would be just one such event.

The Strategy
We began looking at other models of development that keep people interested over a longer period of time. The ideal attention model would begin immediately following the Giants victory to capitalise on that moment, but continue through the following season. That’s when it hit us – the Giants win would probably lead to champagne corks popping followed by celebrations of a more intimate nature. We could capitalise on the long term outcome of those celebrations: pregnancy.

Since we did not have much of a production budget, we planned a simple execution for buzz that would help it take off. We ran the campaign solely on owned media channels. We knew that midway through we would need to do something to keep momentum going. We held a baby shower at AT&T Park during a Giants game.

We planned and promoted a big announcement of the winning baby during a final Giants game.

Execution
First, we had to get client approval of the idea. From there we moved into production to create the TV spot and the banners. Then during a Tuesday night Giants home game, the promotion was announced. The TV spot ran on air and online for 4 weeks. The banners ran on csnbayarea.com for 4 weeks. Both placements directed people to the World Championship Baby page on CSN’s website where moms-to-be could enter. Everything was up and running by 7/5; the tv spot and banners came down on 8/1, the contest deadline. The World Championship Baby page stayed live until 9/1. On 8/5 we changed the layout to feature the winning baby and runner up baby photos.

At no point did we have to revise what the plan we set in motion. The whole campaign ran even better as planned due to national and local news coverage and social media buzz.

Documented Results
In the first 24 hours after we launched our idea, Twitter mentions surged. 2 days later, CSN’s website experienced record traffic with over 40,000 unique visits. Local and national press picked up the story and helped generate millions in earned media as the promotion exploded. (Source: Agency PR partner, Powell Communications.) And in the end, CSN achieved a 5.47 share during broadcasts of Giants games. Our goal was only to maintain viewership. We actually helped CSN increase it by 29% during our promotional period. (Source: CSN Ratings, 7/5/11-8/25/11).