1. MLB NetworkMLB Network Back To BaseballBack To Baseball
AffiliateAffiliate PromotionPromotion 20152015
Objectives:
– Develop a compelling, system-targeted promotion to encourage affiliates to
run cross-channel spots to generate awareness of and drive tune-in to MLB
Network’s key programming leading up to the regular season and the
beginning of post season.
– Provide distribution partners’ Local Ad Sales and marketing groups with the
opportunity to associate with and leverage the MLB Network brand through
the 2015 MLB Season.
– Offer brand based VIP experiences and brand inspired packages as
rewards for participation to drive affiliate and local sponsor engagement.
Tactics:
– Promoted all available opportunities to increase affiliate participation
through myriad affiliate communications including email blasts, an
extensive affiliate micro site and a targeted sell-in process.
• The promotional microsite served as home base for affiliates to learn more
about the promotion, as well as register, download materials, explore
rewards options and submit affidavits.
– Incented affiliates to participate by providing tiered, high-value prizing that
could be used to support their business objectives.
– 2 flexible promotional windows allowed affiliates to run spots when it made
the most sense for their business.
– Affiliates were able to choose from multiple prizing options, which
increased the appeal and flexibility of participation for affiliates and their
clients.
Results:
– 30 markets participated, providing MLB Network with a reach of 25.3+MM
subscribers to drive tune-in to the MLB Network.
– The promotion provided a 20% ROI, and grew media value and subscriber
reach exponentially from previous years.