2019 Shortlist

New Level of In

Entrant Company: Chicago Cubs

Finalist
  • Best Multi-Platform Campaign
New Level of In

How does entry represent “Excellence in Engagement”?

On this platform, franchises aren’t often known for strong engagement beyond highlights. We challenge how sports teams leverage this platform in the following ways:

1) Content Quality – it isn’t just highlights and low production value features; broadcast quality production coupled with sophisticated motion graphics elevates the fan experience to be more like TV viewing

2) Behind the Scenes – only an embedded team trusted by the front office and clubhouse can achieve this kind of access

3) Acknowledgment of shifting fan behavior – with many teams seeing live game viewing declining in double digits across younger demos, it’s critical teams recognize long form storytelling must exist beyond the field of play to maintain relevance – outside of traditional broadcast environment

4) Build the brand AND the business – leveraging the platform as a place to build new audiences through entertainment vs. live games/highlights in order to drive re-marketing efforts that contribute to team revenue

Credits

  • Chicago Cubs Marketing Team
  • Banner Collective