Delta Airlines from June 18 to 20 activated Delta Dugout, an interactive experience for baseball fans at New York City’s Madison Square Park. The three-day event coincided with the interleague series between the Yankees and Mets known as the Subway Series and featured player appearances, baseball themed activities, live games and giveaways.
Wii batting and fast pitch stations, a photo booth, face painting and MLB prize giveaways, including tickets to Mets and Yankees games and round-trip and international tickets on Delta, comprised the experience. The airline’s lie-flat seats were on display and information about its in-flight meals was available at the Delta’s on-site Sky360 Lounge. Attendees also could watch live coverage of three Subway Series games on a big-screen Jumbotron from bleachers brought into the park for seating. Shake Shack, a burger stand located within the park, offered a limited edition Delta Dugout Dog hot dog throughout the weekend. Delta used Facebook and Twitter to promote the event, distribute programming information and continue the conversation.
Fans lined up an hour before Yankee shortstop and five-time World Series champion Derek Jeter and Mets pitcher Mike Pelfrey swung bats through a paper ribbon to open the event and pose for pictures. Pelfrey and Yankees pitcher Joba Chamberlain judged a “Fan Flair” challenge that awarded game tickets to two fans outfitted in the best team-themed attire. Former Yankees center fielder Bernie Williams performed a musical number on Saturday; on Sunday, former Met Jesse Orosco judged a fast-pitch competition that awarded the winner the chance to throw out the first pitch at a Mets game this season.
“As the official airline of both the New York Mets and the New York Yankees, our goal in creating The Delta Dugout was to celebrate baseball as New Yorkers’ favorite pastime, and raise awareness of Delta’s support for the teams. New York is an incredibly important market for us, and we wanted to bring a unique and unforgettable experience to the city and our customers here,” Annika Schmitz, manager-New York City sponsorship, Delta Air Lines, told Buzz. “The live, digital and social media extensions made powerful impressions, and continue to engage the public and remind them why Delta is New York’s No. 1 airline of choice.” Agency: MKG, New York City