SapientNitro Teams with Boston Red Sox to Enhance the Experience for Baseball’s Youngest Fans
2015年6月18日 - 12:44AM
ビジネスワイヤ(英語)
New Kid Nation Website Launches Today
SapientNitro, part of Publicis.Sapient, today unveiled a new
website for Boston Red Sox’s Kid Nation, a membership club devoted
to igniting passion for baseball among the next generation of fans.
The website is part of a multi-channel program that also includes
in-park and digital experiences as well as brand communications to
engage children and their families both in the park and from
afar.
Kid Nation membership includes free tickets and access to
exclusive events, and the program leverages innovative experiences,
such as the opportunity to create digital baseball cards. The goal
is to foster the start of a lifelong love of baseball among
children. Research* shows that a person who attends their first
baseball game by the age of five will go to approximately 60
percent more games per year for the rest of their life, and Kid
Nation aims to create a range of immersive experiences that get
kids excited about the Red Sox.
“Our youngest fans hold the keys to the future of the sport,”
said Adam Grossman, Senior Vice President/Marketing and Brand
Development, Boston Red Sox. “Actively engaging them with the team
and engendering excitement about the sport are paramount to our
organization. By partnering with SapientNitro, another Boston-based
institution, we are excited to expand the Kid Nation program, and
with it, our fan base.”
Elements of the Kid Nation campaign include:
Digital
- Kid Nation website now streamlines
relevant information for families, including team announcements,
upcoming events, opportunities to receive merchandise and a new,
seamless sign-up form for registration
- Social media activations that encourage
fans to engage with the team both inside and outside of the
ballpark
- Creative online ads and promotional
banner displays
Out of Home
- Billboard near Fenway Park encouraging
Kid Nation participation
- Radio and television spots airing on
local stations, including NESN, advertising the benefits and perks
of being a member of Kid Nation
In-Park Collateral
- Emotive promotional signs circulated
throughout the park encouraging participation in the program
“Younger generations are engaging with sports teams and players
through digital channels,” said Bill Kanarick, Chief Marketing
Officer of Sapient. “We must meet fans, and future fans, where they
are—online—while also enhancing the in-park experience. By creating
robust, cross-channel opportunities to engage with the Red Sox, we
aim to build Kid Nation membership and the next generation of
fans.”
Kicking-off the Kid Nation 2015 season at Fenway Park’s Opening
Day, SapientNitro furthered the digital footprint of the #MyFenway
hashtag with a social media campaign. Through on-site photo booths,
kids and families could have their picture taken and the image,
with the hashtag attached, was turned into an electronic baseball
card, mimicking those of the Red Sox. The digital cards were
displayed in real-time across screens at the Kid’s Concourse and
Social Media Wall inside the park. This Opening Day activation
garnered nearly 63 million impressions across Twitter, Instagram
and Facebook in the three days surrounding Opening Day.
For more information about the SapientNitro/Boston Red Sox
partnership, please visit www.sapient.com/redsox.
*Rich Luker, Creator of ESPN Poll
About SapientNitro
SapientNitro®, part of Publicis.Sapient, is a new breed of
agency redefining storytelling for an always-on world. We’re
changing the way our clients engage today’s connected consumers by
uniquely creating integrated, immersive stories across brand
communications, digital engagement, and omni-channel commerce. We
call it our Storyscaping® approach, where art and imagination meet
the power and scale of systems thinking. SapientNitro’s unique
combination of creative, brand and technology expertise results in
one global team collaborating across disciplines, perspectives and
continents to create game-changing success for our Global 1000
clients, such as Chrysler, Citi, The Coca-Cola Company, Lufthansa,
Target and Vodafone, in 31 cities across The Americas, Europe and
Asia-Pacific. For more information, visit www.sapientnitro.com.
SapientNitro and Storyscaping are registered service marks of
Sapient Corporation.
About Fenway Sports Group
Fenway Sports Group is a leading sports, media and entertainment
company that owns and operates a portfolio that includes the Boston
Red Sox of Major League Baseball and Fenway Park, Liverpool
Football Club of the English Premier League and Anfield Stadium,
NASCAR’s Roush Fenway Racing (50% stake), New England Sports
Network (80% stake), and Fenway Sports Management (formerly FSG), a
leading sports sales and management consulting advisory firm.
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SapientNitroSarah Bruckner, +1
617-336-5478sbruckner@sapient.com
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