2. THE BACKGROUND
New Era Caps has been Major League Baseball’s official cap since 1994 and
traditionally has played a “back seat” role in the alliance
3. THE CHALLENGE
Bring New Era front of mind by “flipping the script” and moving New Era from
being the bearer of other people’s flags, to being the flag itself
4. THE OBJECTIVES
1 Increase New Era brand awareness and generate more owned/earned media
impressions
Establish New Era as part of the ongoing cultural conversation
2
Translate communications effort to a concurrent sales increase
3
4
5. THE SOLUTION
Spark a movement and create broad cultural buzz around the brand, the series and
all the baseball chatter by making New Era topical, funny and relevant
6. THE PLAN IN ACTION
Launch spot in-game Follow games with cable support that Drive to New Era-owned properties to
(NY/Bos markets and select appealed to shared MLB/Flagbearer gauge consumer awareness and brand
national games) target affinities engagement
Drive to new spot launch in next series
7. THE RESULTS
Within the span of 5 months, period sales increased 35%
year over year
Source: New Era
8. THE RESULTS
Twitter followers increased from 9k to 18.6k
Facebook fans form 200k to over 760k
YouTube views increased by over 3000% totaling to over 2.4MM+ views.
Source: Facebook, Twitter, YouTube
9. THE RESULTS
Over 1 Billion in earned media impressions 16M impressions in blog pick-up
$450M in free publicity value
Source: New Era 9
10. 2011 success set the stage for the continuation of the Rivalry story in 2012
Exclusive online content
New MLB Day Opening Day After Drive to New Era-
development and
Rivals distribution at launch Takeovers owned properties
Drive to new spot launch in next series
11. Reached “Immortal” status on Funny or Die in the first day (fastest ever for a paid placement)
Source: Funny or Die
12. Early results show major uptick in New Era Brand Perception YTD 2012
Source: Crossmedia RedBox: Brand IndeX+
