Baseball season is back in full swing and Scotts Lawn Care, an official partner of Major League Baseball (MLB), is helping fans celebrate Opening Week in style with a series of activations that celebrate America’s pastime – and the iconic green grass that populates ballparks nationwide.
The integrated campaign includes a re-launch of the @ScottsLawnCare Twitter handle that is helping to position the brand at the center of real-time baseball chatter. The tie-in goes deeper than cultural timeliness though, as baseball is a sport known for being played on healthy green fields.
Image via @RedSox
During Opening Week and throughout the entire 2014 season, Scotts Lawn Care will be engaging with baseball fans on Twitter via timely social content, and challenging fans to snap a #GoYardSelfie when their favorite player homers – either from the stadium (for those lucky enough to be in the stands) or from their own yards at home. As baseball fans know, “going yard” is a term used to describe when a player hits a home run.
A slew of MLB partners, athletes and broadcasters have already gotten in on the action. On Opening Day, the brand inspired #GoYardSelfie submissions from Cincinnati Reds second baseman Brandon Phillips, inhabitants of the popular MLB Fan Cave and teams including the Boston Red Sox (reigning World Champions), Texas Rangers, Atlanta Braves and more.
The social effort supports Scotts’ partnership with MLB and the brand’s $25,000 “Go Yard!” sweepstakes, which will reward one lucky baseball fan with the lawn of their dreams. The campaign is being supported by paid social media, and is being promoted at stadiums via LED boards, jumbo-trons and signage as well as in-store at Lowe’s Home Improvement.
Follow Scotts Lawn Care, a client of 360i, on Twitter @ScottsLawnCare for even more fun as the season unfolds.