Activation: Sharp Leverages New MLB Deal At All-Star Game - Event Marketer

Activation: Sharp Leverages New MLB Deal At All-Star Game

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Sharp Electronics kicked off its three-year deal as the HDTV category sponsor of Major League Baseball with a major on-site presence at the 2007 MLB All-Star Game held last week in San Francisco. The company featured MLB content on its AQUOS HD LCD TVs in three locations including a 40-foot-by-40-foot sports den (think fantasy living room for dudes) at DHL All-Star FanFest a 40-foot-by-50-foot tent in the Sponsor Zone and at three gaming stations and computer kiosks where consumers could enter the Sharp MLB Sweepstakes which launched at the event. Prizes include AQUOS HD LCD TVs and a grand prize trip for two to attend a 2007 World Series game.
MLB fans are the “perfect demographic overlap ” Judah Zeigler associate vp-retail and consumer marketing for Sharp Electronics told Buzz. “And Major League Baseball is the sport with the most games in high-definition. The content of a baseball game—the deep greens of the grass the reds of the uniforms and the vibrant colors of summer—are really ideal for high-definition LCD.”
Street teams distributed 78 000 game pieces at the event and pushed more than 10 000 consumers to the web site to play Sharp and MLB trivia and to enter the sweepstakes. Two million game pieces will be distributed at participating Sharp retailers and at MLB games around the country through September 22. Agency: Relay Worldwide Chicago.


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