Background: Major League Baseball deploys many green initiatives that many baseball/sports fans do not know about. MLB would like to make fans aware of their initiatives through their partnership with Fox Sports.
Problem: How can we most effectively promote MLB’s eco-friendly initiatives through Fox Sports digital and linear properties in order to improve the overall image of MLB amongst existing and new fans.
Research Findings:
Although baseball is a sport in which viewers skew older, younger generations tend to care more on average about environmental issues.
Even though younger generations care more, they tend to take less personal action in regards to helping the environment and instead tend to support organizations that implement programs to help improve the environment.
Baseball, America’s pastime, is a game of tradition, and the love for the game is passed down through generations of families.
Insight: As families want to continue to pass the love for baseball to the next generation, this cannot happen if they do not also pass down a sustainable Earth to the next generation.
Strategy: Focus on a younger millennial generation that will have a positive outlook on MLB’s green initiatives. This campaign will not attempt to implore people to change their actions, but rather will make them aware that they are supporting a league that shares their views on sustainability.
Campaign Slogan: For the Batter on Deck
Why this works:
