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| Arby's Restaurants |
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Partner: Arby's Restaurants
Market: Indianapolis
The Goal: Drive traffic to Arby's restaurants - Build positive association between Arby's customers and the Triple-A Baseball
fan experience - Increase Brand Awareness
The Result: Arby's 2-for-1 Tuesdays
Every Tuesday at the ballpark became "Arby's 2-for-1 Tuesday," driving fans to Arby's locations to pick up admission coupons. The promotion was complemented by an aggressive messaging campaign, which included in-stadium elements such as videoboard spots, banners, collateral materials, P.A. announcements, and a ceremonial first pitch, along with public promotion online, on radio, in newsletters, on a downtown marquee, and through media announcements. The partner even had a presence on the tickets themselves, fully incorporating their brand image with the Triple-A Baseball experience.
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| Cricket Wireless |
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Partner: Cricket Wireless
Market: 18 Triple-A Baseball Markets
The Goal: Take advantage of Triple-A Baseball's geographic reach to increase brand awareness in specific markets throughout the
U.S. - Build brand loyalty for Cricket Wireless - Increase traffic to Cricket Wireless locations by tying into the fun and
excitement surrounding the nationally televised Triple-A Baseball All-Star Game event
The Result: All-Star Game Flyaway Contest
Cricket Wireless was the official sponsor of the 22nd annual Triple-A Baseball All-Star Game. In addition to a massive presence at the event and on the ESPN network telecast, executives crafted a national promotional element entitled "The Cricket Wireless All-Star Game Flyaway Contest" which was promoted heavily in each of the 18 markets in which Cricket Wireless and Triple-A Baseball co-exist. Throughout the month of June, fans were encouraged to visit Cricket Wireless locations to enter to win a "flyaway" trip to Portland to attend the Triple-A Baseball All-Star Game, part of a prize package which included airfare, hotel, gift bags, meal vouchers, and All-Star paraphernalia. Fans in all 18 markets were given special map posters, displaying both fun facts about Triple-A Baseball and information on Cricket's growing coverage area throughout the nation. The lucky winners participated in an on-field contest between innings at the All-Star Game, helping reinforce the brand experience to the more than 16,500 fans in attendance. The success achieved all of the sponsor's goals, prompting Cricket Wireless National Manager of Field Marketing Carolyn Hollowell to say, "It surpassed the expectations I set for our management. It's always nice to promise great things and get extraordinary results. Cricket is pleased with their investment."
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| Saturn |
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Partner: Saturn
Market: Durham
The Goal: Build affinity for Saturn through positive association with Triple-A Baseball -Reward Saturn customers for their
loyalty - Strengthen Saturn's presence in the market through multiple brand experiences at Triple-A Baseball games
The Result: The Official Car of the Durham Bulls
Since 2007, Saturn owners have exclusively received free premium parking in front of the ballpark at Durham Bulls games. The partnership is featured prominently on all parking passes, ticket guides, schedules, and program listings while also supported through the stadium's many messaging avenues. Saturn also hosts a kids' on-field pedal car race and provides vehicles for player entrances on Opening Day. The latest line of Saturn cars are on display all season on the concourse. Local dealerships also host an annual "Meet the Team Day", and Saturn owners are treated to a special event at the park after each season featuring on-field batting practice, a behind-the-scenes-tour, and free Bulls merchandise.
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| The Bill Engvall Show on TBS |
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Partner: The Bill Engvall Show on TBS
Market: 7 Triple-A Baseball Markets
The Goal: Connect with Triple-A Baseball's family-oriented demographic - Focus messaging specifically to southern markets -
Develop Brand Association with Triple-A Baseball
The Result: Bill Engvall Show / Triple-A Baseball Partnership
The Bill Engvall Show/Triple-A Baseball partnership kicked off in 2008, focusing exclusively on seven markets in the southern U.S. which best matched the show's target demographic audience. "Tune In" spots recorded by Bill Engvall aired on the videoboard and radio broadcasts, successfully reaching fans both inside and outside of the ballpark. The promotion was supported with additional presence in-stadium and online, and a contest element was added which provided lucky families with game tickets and show prizes. The promotion was repeated in 2009.
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| Taco Bell |
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Partner: Taco Bell
Market: Des Moines
The Goal: Increase Brand Awareness - Create a positive Brand Experience that helps drive traffic to Taco Bell - Enhance
the Brand Association between Taco Bell and Triple-A Baseball
The Result: Buy 3, See Free & 10 Hits = FREE TACO
A two-pronged promotion was developed which drove baseball fans to restaurant locations while enhancing the experience for all customers of Taco Bell. Anyone purchasing three tacos at Taco Bell received a free game ticket, and any time the home team won with at least ten hits, fans could exchange their ticket stub for a free taco at any location within 24 hours. Supported through a variety of customer touch-points including P.A. announcements, video board messaging, ticket messaging, and in-stadium signage, fans would always cheer "Taco!" rooting for the tenth hit each night. Store operators reported an immediate surge of post-game traffic to their locations each of the 24 times the team collected ten hits, plus a constant flow of fans throughout the season coming in to receive their free game ticket.
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