Objectives:

• Encourage local ad sales and marketing affiliates to support tune-in to MLB Network throughout the 2011 baseball season and reward them with brand-based, baseball-themed packages for their support.

Tactics:

• A five-month promotional window allowed affiliates to run required spots in the timeframe that best met their sales and marketing goals. A direct mail piece, and targeted emails helped drive participation while a promotional micro site served as home page for registration, reward selection, material downloads and more. Experiences ranging from trips to the 2011 MLB All-Star Game to local in-market game packages and team-branded premiums helped attract partners.

Results:

• MLB is having great success with the promotion, over-delivering participating systems and a considerable amount of media value.

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