DHL Scores Home Runs with MLB Hometown Heroes
DHL scored a home run last summer with its Major League Baseball Hometown Heroes program, which celebrated the history of America’s favorite pastime and created an emotional connection with fans of all ages. Each MLB franchise nominated five players for the official ballot. Fans voted from July 18 to September 17 at the stadiums, online at MLB.com or dhl-usa.com, through text messaging and at participating DHL shipping centers. Fans voted as often as they wished for a hometown hero from each of the 30 clubs.
An ad campaign, promotional giveaway nights, branded DHL delivery vehicles in seven top markets, letter envelopes and a consumer sweepstakes packed a few extra punches. The Hometown Heroes were revealed in a three-part TV series that aired on ESPN. A commemorative DVD was created and distributed at Game 2 of the World Series. The program garnered more than 16 million votes and a nine percent increase in brand awareness among avid fans.