Friday, July 15, 2011 Taking a cue from Minor League Baseball
“The Goonies’” Chunk (Jeff Cohen) does the truffle shuffle. Cohen participated in a promotion with the Lakewood BlueClaws last summer.The Peoria Chiefs, a minor league affiliate of the Chicago Cubs, recently honored LeBron James and his failed attempt at winning his elusive first NBA title. The Chiefs gave each attendee to a recent game a replica of James’ NBA championship ring. Of course, this imitation consisted of nothing more than a fingerful of air.
This promotional stunt marked a continuation of an extensive game of one-upmanship among marketing departments throughout Minor League Baseball. These folks work in an industry that seemingly has no boundaries. No promotion is too outlandish. Absurdity, if anything, is encouraged.
Desperate times call for desperate measures, though, and moving a lower echelon product occasionally requires a high degree of creativity. To use the phrase “thinking outside the box” would be an injustice to the inspired minds that attempt to make Minor League Baseball a profitable venture. There is no metaphorical three-dimensional shape that could enclose these ideas.
I’ve scoured the Internet for promotions in recent years and whittled the lengthy list down to my favorite three. Here we go.
Costanza Night
I’ll admit my unwavering bias right off the bat as I am an extremely passionate fan of “Seinfeld.” In 2003, the Fort Myers Miracle paid tribute to a specific episode in which George Costanza did the exact opposite of his every instinct. This promotion included fans being paid to park, men using women’s bathrooms and vice versa, and players asking the fans for autographs.
Mustache Growing Contest
The Vero Beach Devil Rays offered tickets to two games for the price of one … with one caveat. Those who took advantage of the deal had to participate in a mustache growing contest. Fans attended the front end of the deal clean shaven, had their picture taken, and returned a week later without having shaved over the preceding seven days. Whoever boasted the thickest, most robust ‘stache was declared champion.
“Goonies” Night
Last summer marked the 25th anniversary of one my personal favorite childhood movies, “The Goonies.” Minor league baseball teams across the country commemorated the event, but I think the Lakewood BlueClaws best captured the essence of this cinematic classic. Not only did Jeff Cohen, the actor who portrayed the aptly-named Chunk, sign autographs, but fans were encouraged to participate in a Truffle Shuffle Contest.
What can we take away from the freethinking efforts of Minor League Baseball? Most of us in marketing aren’t provided the level of freedom that would allow for such liberal proposals. That doesn’t mean additional time shouldn’t be taken to conjure up truly innovative methods of getting bodies to industry events. If a Class A minor league baseball team can fill a 6,500-seat stadium, there’s no reason we shouldn’t obtain the booth traffic or show attendance required to give our clients the visibility they deserve.
advertising, marketing, public relations in Public Relations 
Reader Comments (1)
As an equally proud fan of these classic, cultural institutions [Seinfeld, The Goonies and mustache growing], but a more embarrassed novice in baseball appreciation, I know these events would draw me like moth to a flame.
Learning of these creative tactics, which are honestly treats for those they bring in, reminds me why I love this line of work. I would also love a Festivus celebration at Lambeau Field - who's with me?