1. 2014 Fox Sports Arizona
Campaign
New Starts Now
CAMERON BULLOCK
NICK SHAW
MIRANDA ALM
ZACH HOLLAND
2. Overview
● Baseball viewers are among the oldest in professional sports
● This years past World Series had the third worst viewership since 1984
● Baseball has increasingly become more tribalized
● The Arizona Diamondbacks had the worst season in franchise history in
2014
3. Challenge and Opportunity
● Reaching the 18-34 age group
● The median age of an average baseball fan is 54 years old
● FOX Sports Arizona is currently seen in 2.5 million households in
Arizona and New Mexico
● Diamondbacks should have one of the youngest teams in MLB
4. Who we are targeting
● Engaging the 18-34 demographic to watch Diamondback games
● Diamondback fans who use social media
● Fans who attend Diamondbacks games
5. Past Examples
● NHL: One of the earliest adopters of social media
● Began "fan views" where fans could share their view of the game
● Pushed Blogs, Twitter and Facebook
● The goal was simple: Make it more fun to be an NHL fan, which in
turn will make more sports fans want to become one.
6. Past Examples (cont)
● NBA: Phoenix Suns created campaign called “Lights
Camera Suns”
● “Lights Camera Suns” campaign started before this
current season
● Fans encouraged to take pictures of themselves wearing
their Suns gear to win contest
● Winners were given the chance to be featured on a Suns
calendar
7. Strategy
New Starts Now
● Every season presents a new opportunity, a clean slate.
● The Diamondback had a lot of turnover during the offseason
○ New GM: Dave Stewart
○ VP of Operations: De Jon Watson
○ Chief Baseball Officer: Tony La Russa
○ Manager: Chip Hale
○ Signed Cuban prospect Yasmany Tomas
● These new faces combined with the young players on the roster
points toward a new direction and a new aspirations
8. Content
● Vine posts (6 second limit)
● Instagram/Snapchat posts (My D-backs story)
● Snapchat have people post heading to the game, at the game, and after a
D-backs win
● Instagram (15 second limit)
● Interactive fan panels that utilize Social Media sites like Twitter, Facebook,
Vine, and Instagram that all interconnect (asking questions about players,
management, front office, pr)
Tactics
9. Tactics (cont)
● Billboards:
○ New/Young Players→ Yasmany Tomas, AJ Pollock, Paul Goldschmidt*
○ Kidcast days and information on auditions
○ Increased College Nights
○ #NewStartsNow
● Wraps
○ Diamondback skin and logo on Light Rail cars and buses (Metro or ASU)
● Social Media:
○ Sponsored ads on different platforms and sharing ways to get involved i.e. Facebook,
Youtube, Twitter
10. Social Media
● Snapchat
○ “My D-Backs Story”
○ Have fans post snapchats of themselves heading to the game, during the game and after the
Diamondbacks win
○ No time limit and is available to view for 24 hours
● Vine
○ Post clips of D-back fans enjoying the game
○ 6 second time limit
● Instagram
○ Feature pictures and videos of fans at the game on the Fox Sports Arizona Instagram
(reactions after D-Backs wins or what is currently going on in Baseball)
○ Encourage fans to post their own pictures/videos with the hashtag #NewStartsNow
○ 15 second time limit
11. Social Media (cont)
● Twitter
○ Live Twitter Feed during the games with fan interaction
○ Create incentives for fans to interact with Fox Sports over Twitter using the
hashtag #NewStartsNow
○ Twitter Panel Questions
○ Viewers from home can tweet questions they want to be answered by new
manager Chip Hale during between inning interviews
12. Diamondbacks Fan Calendar
● Youtube Channel: Fans upload videos to Youtube in a
special contest where winning fans are featured on
Diamondbacks Calendar
● Arizona Diamondbacks show that they care about
individual fans as well as community as a whole.
13. Ultimate Fan Experience
● Diamondbacks have the Fan Express Bus that takes D-
Backs fans directly to home games to watch their team
● Have Fan Express Bus drop off at the stadium, then
continue to possible Fantasy Suite where fans can talk
everything baseball related (statistics, their own fantasy
team, players to watch)
14. How this will appeal to our target audience
● Target them through the media they consume the most
● Making it personal with ways to interact through more than just watching a
game, by sharing their own experience
● Everybody wants to see themselves on TV!
○ Instagram posts, Twitter panel questions, people want to see their name in
the spotlight, even if only for 15 seconds.
