2013-14 creative

ADVERTISING CREATIVE 2013-14

over MASN cable TV rights fee

For the first time since 1933, a Washington, DC baseball team will finish in first place. For the first time since 1971, a Washington, DC baseball team will have a winning record. For the first time since 1997, the Baltimore Orioles entered August with a winning record. For the first time in a decade and one-half, the Orioles fans are playing in the post-season.

The O’s and Nats winning ways are also winning viewers for MASN. But MASN is also winning viewers with its marketing efforts. Using social (Facebook, Twitter) and mobile media – MASN has been able to generate significant audience increases – as significant as 30,000, 40000, even 60,000 additional households within a quarter-hour. MASN’s text alerts are particularly powerful during comeback games. On August 7th the Orioles quickly fell behind Seattle 5-0. Audience ratings dipped to 2.4 HH / 27,000 households. In the bottom of the 2nd, the O’s began to rally and MASN began to text to its fan database. Three texts later, MASN’s in-game rating was an 8.2 HH / 90,000 households – an increase of 5.8 HH ratings and 63,000 households.

Since its launch in 2011, MASN’s 29292 text alert initiative has been driving baseball game ratings. With a database of over 50,000, a single Orioles or Nationals in-game alert can increase MASN’s audience 2+ household rating points (+20% to +160%) and/or 50,000 households. Here are a few examples:

Date Game Text Message HH Rtg Before HH # Before HH Rtg After HH# After

5-June O's-Red Sox O's take 2-0 lead over Sox in the third with consecutive 2-out RBI singles by Jones and Wieters. Tune in to MASN HD. (8 p.m.)

4.06 41K 5.31 (+1.25 /+31%) 58K (+17K HH)

5-June O's-Red Sox O's draw even 4-4 with Boston in the 7th, still have two on with no outs. Tune in to MASN HD to see if they can pull ahead. (9:22 p.m.)

5.25 58K 6.36 (+1.01 /+39%) 70K (+12K HH)

6-June O's-Red Sox O's up 2-1 in the 9th. Can they hold on in Boston? Tune in to MASN HD. (9:22 p.m.)

6.75 74K 8.23 (1.48 /+22%) 90K (+16K HH)

9-June O's-Phillies O's take 4-3 lead over Phillies on Wieters' RBI in 7th. See if the O's can tack on more on MASN2 HD. (6 p.m.)

2.24 25K 3.36 (+1.12 /+ 50%) 37K (+12K HH)

17-July

O's-Twins

Jones crushes 3-run HR in 5th to give O's 4-1 lead. Tune in to MASN2 HD.

3.6

40K

5 (+1.4/+39%)

55K (+15K HH)

30- July

Os-NYY

O's lead Yanks 5-4. Johnson coming in for the save. Can Os hang on? Tune in to MASN HD to find out.

5.30

58K

7.42 (+2.12/40+%)

81K (+23K HH)

Date Game Text Message HH Rtg Before HH # Before HH Rtg After HH # After

6-June Nats-Mets Nats lead 4-2 in 6th after Morse RBI single. Jackson in line for win on MASN2 HD. (8:42 p.m.)

2.76 65K 4.3 (+1.51 /+55%) 102K (+37K HH)

9-June Nats-Red Sox LaRoche homers, no outs in second. Nats lead Red Sox 1-0. Tune in to MASN HD. (4:24 p.m.)

1.72 41K 2.93 (+1.21/ +70%) 69K (+27K HH)

20-July

Braves-Nats

Morse crushes 3-run shot to give Nats a 3-0 lead in 1st. Is that all Strasburg needs for win? Tune in to MASN HD.

1.69

40K

3.08 (+1.39 / 82%)

73K (+33K HH)

9-Jun4 Nats-Red Sox Heading to the 9th, see if Nats can hold onto 4-2 lead for series win. Tune in to MASN HD. (6:40 p.m.)

2.11 50K 3.75 (+1.64 /+77%) 89K (+49K HH)

23-July

Mets-Nats

Harper's two-run bomb gives Nats 2-0 lead with no outs in the 1st. Tune in to MASN HD.

1.15

27K

3.2 (+2.05 / 162%)

76K (+49K HH)

FUELS FANS

A recent in-game post on MASN Facebook/ Orioles grabs 2,770 “likes” and is shared by 322 O’s fans. A Mark Reynolds HR post produces 2,844 “likes” and is shared by 534. A Zach Britton post generates 3,075 “likes” and is shared by 484 – proving the viral value of MASN on Facebook.

On Saturday, September 8th, the Nats-Marlins Live In-Game Thread brought over 10,000 visitors to the MASN Facebook/Nationals page. Those visitors posted/shared 792 comments.

1,506 Orioles game attendees text the word “Shirt” to 29292 for a chance to win the new long sleeve MASN Orioles "Cover Your Bases" shirt.

Entries automatically become enrolled in MASN’s mobile/social database.

MASN Word of the Day draws 5,044 entries for a chance to meet Adam Jones.

Entries automatically become enrolled in MASN’s mobile/social database.

MASN Word of the Day

http://www.facebook.com/photo.php?fbid=495702490457546&set=a.190336187660846.51034.182323085128823&type=1&relevant_count=1

MASN IS

* Core business * Increase TV ratings * 7.4 million website visits in 2013 * Os/Nats team News * Fan camaraderie * Core content * Keep fans in-touch with game * Os/Nats team News * “Push” messaging * Fan affinity * Chief source of revenue (even when not watching game) * In-depth content * Viral (fans share with friends) * Team and network loyalty * “Push” marketing * Fan involvement * Promotes MASNsports.com * Fan chats on Facebook * Sales: “Added value” component * Unique video/features content while watching ball game on TV * Contests drive ratings/.com views * Viral (fans share with friends) * Key marketing component for * 40 million ad impressions MASN Sales promoting Os/Nats games on TV

“COVERING ALL THE BASES”

over MASN cable hts fee

As the 2012 post-season began, MASN’s Facebook initiative “exploded”. Without the benefit of Orioles/Nationals games on MASN (Wild Card, ALDS on TBS), Orioles and Nationals fans have flocked to MASN’s Facebook pages to follow their teams – before, during and after games.

An October 5th Orioles pre-game post pulled over 56 thousand people (for comparison purposes MASN’s 2012 Orioles broadcasts in primetime averaged 55 thousand homes). While watching the Orioles/Texas game on TV, over 18 thousand people also followed game coverage on MASN Facebook/Orioles. An Orioles/Yankees ALDS pre-game post on Facebook pulled nearly 42 thousand people, while in-game chats during Games 1 and 2 of the ALDS averaged 16 thousand.

56, 126 people saw this post 8,823 “Likes” 1,373 “Shares” 300 Comments

Orioles win! Beat Texas 5-1 For more coverage check out: MASNsports.com. 18,472 people saw this post

622 “Likes” 1,254 Comments

Wild Card Chat: Welcome, fans. Steve Melewski (@masnSteve) will be joining

Post-season preparations around the ballpark! “Like” what you see? 41,944 people saw this post 4,757 “Likes” 191 “Shares” 123 Comments

MASN’s content/marketing assets work together to drive TV ratings, increase MASNsports.com traffic and enhance the fan experience.

On-air contests and at-stadium giveaways drive viewers to sign-up for MASN Facebook and MASN text alerts. These assets “push” in-game messaging, bringing viewers to MASN. Example: “J.J. Hardy HR helps Os overcome 5-run deficit. Os – Mariners tied. Going to extra innings. Tune to MASN HD now.”

MASN Facebook’s in-game chats enhance the game experience – as fans watching the game post their comments. Facebook fans invite their friends to watch and comment – creating a viral campaign.

MASN’s Twitter accounts (@MASNRoch, etc.) “push” team headlines to fans, driving them to read full stories on MASNsports.com.

MASNsports.com, MASN/Facebook, @MASN and MASN 29292 alerts keep fans in-touch with their favorite baseball teams – 24/7 – even when the game isn’t on TV.

* MAX Access IDs/ aka “Gozintas” (new template) * MAX Player spots (new template) * MASN is (new template) > MASN Talent > MASN Technology > MASN Excellence * Every (Play/Game) Generics (new template) * “Your Town. Your Team. Your Network.” campaign * “Your Town. Your Team. Your Network* MAX Player spots (new template)

TEAM & NETWORK SYNERGY/AFFINITY

* “Your Town. Your Team. Your Network.” campaign. (revised/updated with 2012 highlights for 2013) * “Your Town. Your Team. Your Network.” campaign * “Your Town. Your Team. Your Network* MAX Player spots (new template)

BALLPARK/BASEBALL MESSAGING

* “Your Town. Your Team. Your Network.” campaign (revised/updated with 2012 highlights for 2013) * Baseball + You (to be shot during 2013 season for 2014 air) * “Your Town. Your Team. Your Network.” campaign * “Your Town. Your Team. Your Network* MAX Player spots (new template)

BASEBALL ON MASN (IMAGE) MESSAGING

* “That’s why you love baseball. Why you watch MASN.”

TUNE-IN CAMPAIGN

* “That’s why you love baseball. Why you watch MASN.”

MASN MULTI-CHANNEL (under one umbrella)

* “Cover All the Bases”

GRASSROOTS (@ STADIUMS, ETC.)

* “Cover All the Bases” campaign

OFF-SEASON (keeping momentum for 2014)

* “No one expected” campaign

SOCIAL/NEW MEDIA CHANNELS

* “It’s Essential Media” (existing, produced 2012) * 29292 (new generic to replace 2-year old creative) * Facebook: “Like. Chat. Win.” * Twitter (in-game driven) * Twitter (talent driven) * MASNsports.com topical headline spots (replace 2014) * “Your Town. Your Team. Your Network.” campaign * “Your Town. Your Team. Your Network* MAX Player spots (new template)

VIEWER FREQUENCY/LOYALTY MESSAGING

* “We’re you there?” (POPs tied to 29292 Mobile alerts)

NETWORK (usp/excellence/brand) MESSAGING

MAXIMUM

“Every Play. Every Game.”, “Maximum Access”, “Maximum Baseball” and “Be There” were key brand mottos when MASN launched in 2007. They continue to be important slogans/phrases for marketing the MASN brand. Unfortunately, many of the generic spots promoting these attributes are now 6 years old. Those spots are tired.

As the Orioles and Nationals come off winning seasons in 2012 and look to 2013 – it’s time for MASN to: 1) Update/energize these brand spots 2) Develop a consistent design/tone among these network messages 3) Highlight more network assets (talent, technology, etc.) 4) Incorporate MASN’s newer features/marketing platforms – Facebook, Twitter, Mobile, grassroots, etc. – into the network messaging.

And – establish a distinct network promo look/design that will serve MASN for the next 3 to 5 years.

Two distinct looks are presented as options for a new MASN “brand/ID/promo” look. The top design on this page is called “Angles”. The bottom design is titled “X”. On the pages that follow, you will find these two designs applied to new network messaging creative. Either choice can be adapted for use with every network spot.

“Angles”

“X”

Anncr: Maximum…Access….

Anncr: Sports…Network.

Anncr: MASN. Be There.

Anncr: Never miss a defining moment. Text Orioles to 29292.

ID / 29292 Mobile

ID / Roch - Twitter

Anncr: Follow Roch Kubatko @MASNRoch.

ID / Facebook Contest

Anncr: For a chance to meet Buck Showalter… go to Facebook/MASNOrioles.

ID / O’s Xtra

@MASN

ORIOLES

MASN

Anncr: Watch tonight’s game and

Play WORD OF THE DAY.

6:30pm

ID / Word of Day contest

ID / Facebook In-game Anncr: Join in the conversation. Orioles in-game chats on Facebook/ MASNOrioles.

ID / MASR Anncr: The Mid-Atlantic Sports Report. Weekdays on MASN.

ID / MASN @ Camden Yards Anncr: Look for the MASN tent… This weekend at Camden Yards.

Anncr: O’s Xtra. Tonight at 6:30 on MASN and MASN HD.

Anncr: Maximum Nick.

Anncr: Maximum baseball.

Anncr: MASN is your Maximum Access Sports Network.

Anncr: Maximum access.

Anncr: Be There.

Anncr: MASN is…

Anncr: Gary Thorne. (Pause) Jim Palmer. Anncr: Mike Bordick. (Pause) Rick Dempsey.

Anncr: Be There.

Anncr: MASN is…Maximum talent. Anncr: Your maximum baseball network.

Anncr: MASN is

Every game in HD.

Xmo.

Pitch track.

Bloomberg stats.

MASN is… (Pause)

Anncr w/FX (or 2nd Anncr) under: Maximum tech.

Anncr: Your maximum baseball network.

Anncr w/FX (or 2nd Anncr) under: Be There.

MASN is / Max Tech

MASN is / Covers All The Bases

Anncr: MASN is

Online.

On Twitter.

On Facebook.

On mobile.

MASN… (Pause)

Anncr w/FX (or 2nd Anncr) under: Covers all the bases.

Anncr: … is your maximum baseball network.


MASN is / Winning

Anncr: MASN is

Maximum prizes.

Great giveaways.

Meet and greets.

Ticket upgrades.

MASN is… (Pause)

Anncr w/FX (or 2nd Anncr) under: Maximum ways to win.



MASN is / College (off-season)

Anncr: MASN is

Fast breaks.

Blocked shots.

Three-pointers.

Slam dunks.

MASN is… (Pause)

Anncr w/FX (or 2nd Anncr) under: 175 college games.

Anncr: …your maximum sports network.


Anncr: Every play.

Anncr: Every game. Anncr: Every team.

Anncr: Every MLB star.


Anncr: Be There

Anncr: Every Strikeout.

Every home run.

Every great catch.

Every win. (Pause)

Two teams.

Anncr w/FX (or 2nd Anncr) under: One network.

Anncr: MASN is…

Anncr w/FX (or 2nd Anncr) under: Every play. Every game.



Every: Home Run, Catch, Win

Every: Comeback, Walk-Off

Anncr: Every Rally.

Every comeback.

Every walk-off.

Every celebration. (Pause)

Two teams.


Anncr: MASN is…




Every: First, Last, Road, Home

Anncr: Every first pitch.

Every last out.

Every road game.

Every home game. (Pause)

Two teams.


Anncr: MASN is…




Every: Pre-game, Post-game

Anncr: Every pre-game.

Every post-game.

Every afternoon. (promotes MASR)

Every Saturday. (Wall to Wall Baseball)

Two teams.


Anncr: MASN is…




MAXIMUM

Produced in April 2012, this campaign celebrates Baltimore and Washington baseball – and Orioles/Nationals baseball fans. The passion these fans exhibit – for their teams and for where they live. The reasons they enjoy baseball. And what makes a day at the ballpark so special for these fans and their families.

MASN’s commitment to Orioles and Nationals baseball – and their fans – completes the message in this 12 spot campaign: “Your Town. Your Team. Your Network.”

Music

Fans: Let’s go O’s!

Exterior: Oriole Park at Camden Yards. Fans are excited as O’s game is about to start. Montage: Orioles game highlights.

Exterior: Field at Camden Yards. Orioles Bird with kids/fans. Key: Your Ringleader

Exterior: Field at Camden Yards. Families at ballpark. Key: Your Family Room

Anncr: Your ringleader.

Kids: It’s the Bird!

Anncr: Your family room.

Kid: Dad, I want an autograph.

Exterior: Field at Camden Yards. Adam Jones signing autographs

Exterior: Montage of sites/places in and around Baltimore. Key: Your Town

Highlights: Montage Orioles highlights Key: Your Team

Anncr: Your Town

Anncr: Your team

SOT TV Anncr: Goodbye, home run!

Exterior/Interior: MASN talent, crew, etc. Key: Your network

Anncr: Your network. (Pause) Be There.

Animated tag: with game tune-in info.

Anncr: The Orioles take on Dustin Pedroia and the Red Sox. August 14th at 6:30 – on MASN.

Kids: Thanks, Adam.

Music

Anncr: History lesson.

Exterior: Outside Nationals Park. Fans excited as Nats game is about to start. Key: Your History lesson.

Highlights: Stephen Strasburg pitching.

Exterior: Nationals Park Families at ballpark enjoying themselves. Key: Your monument

SOT TV Anncr: Welcome to the Stephen Strasburg era.

Anncr: Your monument. Additional Montage: D.C. Monuments, Nats highlights

Highlights: Ryan Zimmerman making a great play in the field.

Exterior: Montage of sites/places in and around DC. Key: Your Town

Highlights: Montage Nationals highlights Key: Your Team

Anncr: Your Town.

Anncr: Your team.

SOT TV Anncr: The Nats turn two! Inning over! Game over!

Exterior/Interior: MASN talent, crew, etc. Key: Your network

Anncr: Your network. (Pause) Be There.

Animated tag: with game tune-in info

Anncr: The Nationals meet the Mets. The series starts Friday, August 17th at 6:30 on MASN HD.

SOT TV Anncr: Who has a better glove than Zimmerman?

MAXIMUM

Baseball fans go crazy over home runs, power pitching and spectacular catches. But baseball fans also appreciate the nuance of the game; a great curveball, how a catcher frames a pitch, the “battle” between the pitcher and a base-stealer. Baseball fans understand the “themes” of the game – themes such as the “journeyman” and “redemption”.

This multi-part campaign (concept spots, highlight-driven spots and player match-up tune-in spots) celebrates: a) What differentiates baseball from other sports, b) Why baseball is better, c) The themes of baseball, d) The nuances of baseball, and e) Why baseball fans love the game.

The tagline also celebrates MASN’s status as the country’s premiere baseball network – “It’s why you love baseball. It’s why you watch MASN.” It is a campaign theme that has the “legs” to last through the 2013 and 2014 seasons.

The first set of “Why You Love/Why You Watch” storyboards (“Mano-a-Mano”, “Little Heroes”) celebrate what sets baseball apart from other professional sports. Spots would be produced using a combination of originally shot film and game highlights. With two scripts presented here, the goal for this segment of the campaign would be to produce between eight and twelve spots promoting Orioles and Nationals baseball on MASN.

A second set of storyboards (“Curveball”, “Framing the Pitch”, “Closers”, “Stealing Bases”, “Bullpen”, “Home Run/Filmed”), contemplates the nuance of baseball. Spots would be produced using a combination of originally shot film (to capture the details of the game) and game highlights. With six scripts presented here, the goal would be to produce twelve to twenty spots for this segment of the campaign. Other spots would examine: pitcher vs. hitter for control of the inside part of the

plate, the hot corner, small ball, the sacrifice, close plays at home plate, double plays, pitching/climbing the ladder, an outfielder “bringing back” a home run, etc.

The third set of storyboards (“Home Run/Highlights”, “Journeymen”, “Immaculate Inning”, “7th Inning”, “Redemption”), are based on player/team stats, real game situations/ scenarios – and driven entirely by in-game highlights. There are unlimited possibilities/topics for this segment of the campaign. Ideally (given resources and timely approval), twenty spots would be prepared for the start of the 2013 season, with new/additional spots being produced during the season, as well.

The last set of “Why You Love/Why You Watch” scripts are tune-in topicals. These Player/Team Match-up spots would promote specific Orioles/Nationals series and games.

Music

Anncr: In football, the quarterback has the O-line to protect him.

Slo-Mo shot: Football QB moving in pocket, with protection from his offensive line.

Slo-Mo shot: Basketball point guard passing inside to teammate.

Slo-Mo shot: Hockey goalie in goal preparing to block shot.

Anncr: In basketball, the point guard feeds the scorers.

Anncr: In hockey, the goal tender has his defensemen.

Slo-Mo shot: Baseball hitter either on-deck circle or settling in batter’s box.

Anncr: - versus a guy throwing a ball 98 miles an hour.

Anncr: Mano-a-mano.

SOT TV/Anncr: That’s a hit. SOT TV/Anncr: Goodbye, home run. SOT TV/Anncr: It falls in. The Orioles win!

Anncr: It’s why you love baseball. (Pause) It’s why you watch MASN.

Anncr: In baseball, it’s you – and you alone - (Pause)

Slo-Mo shot: Pitcher delivers.

Slo-mo: Ball approaches hitter.

Slo mo: Ball into catcher’s glove.

Graphic tag: It’s why you love baseball. It’s why you watch MASN.

Music

Anncr: In football, linemen average 31o pounds…

Dramatic shot: Football linemen O and D as ball in snapped.

Dramatic shot: Tall basketball player dunking.

Montage/stills/old footage, etc.: Aparicio, Andino, Buford (players who are short/light)

Anncr: In basketball, centers are 7 feet tall…

Anncr: In baseball, you have…(Pause) Aparicio (Pause) Andino (Pause) Buford…

Montage/stills/old footage, etc.: Bumbry, Dauer, Dempsey (players who are short/light)

Anncr: Roberts (Pause) Martinez (Pause) and McLouth.

Anncr: Little guys who play big…

SOT TV/Anncr: Goodbye, home run.

SOT TV/Anncr: Don’t call him little…

Anncr: It’s why you love baseball. It’s why you watch MASN.

Anncr: Bumbry (Pause) Dauer (Pause) Dempsey…

Montage/stills/old footage, etc.: Quintanilla, Roberts and Martinez (note: Tippy, not Dennis)

Hightlights: Scoring



Music

Slo-Mo shot: Pitcher winding up.

Slo-Mo shot: Baseball leaving the pitcher’s hand.

Slo-Mo shot: Hitter prepares to swing.

Anncr: You recognize the pitch - the moment it leaves the pitcher’s hand.

Anncr: But – If you’re a hitter sitting “dead red” – it’s already too late.

Slo-Mo shot: Curveball coming towards CAM.

Slo-Mo shot: Hitter swings and misses pitch.

Montage: Orioles pitcher/strikeout highlights.

Anncr: It falls off the table.

SOT TV/Anncr: Strike 3.

SOT TV/Anncr: Got’em looking.

SOT TV/Anncr: That was a nasty pitch.


Anncr: The curveball.

Umpire: Strike 3!

SFX: (crowd yells approval)



Anncr: Because just before that ball travels sixty feet – six inches…

Music

Anncr: 1 inch.

Slo-Mo shot: Pitched baseball coming towards CAM.

Slo-Mo shot: Umpire’s hand. He signals ball four.

Slo-Mo shots: Catcher’s glove. Moving up to frame low pitch. Turning in to frame pitch off the corner.

Anncr: It’s the difference between a great pitch …(Pause)… and ball four.

Anncr: So…You pull the glove up. (Pause) Nudge the glove down. (Pause) Turn the glove in.

Slo-Mo shots: Catcher’s glove. Framing pitch inside.

Slo-Mo shot: Umpire’s hand indicates strike.

Montage: Orioles pitching highlights.

Anncr: And show the ump a pitch that looks perfect.

SOT TV/Anncr: On the corner. Strike 3.

SOT TV/Anncr: Nice frame by Wieters!

Slo-Mo shot: CU catcher’s mitt – receiving ball. CU Matt Wieters removing catcher’s mask.

Anncr: How the catcher frames a pitch.



Anncr: Just enough to make a difference.

Music

Anncr: A batter will fail to get a hit 7 out of 10 times…

Dramatic shot: Tight shot. Baseball hitter swinging and missing ball.

Highlight: Jones montage/hits.

Dramatic shot: Tight shot. Catcher attempting to throw out runner.

Anncr: …And be an All-Star. SOT TV/Anncr: That’ll be a base hit.

Anncr: A catcher will fail to throw out runners 6 of 10 times…

Highlight: Montage Wieters/O’s catching base stealers.

Anncr: A closer? (Pause)

He’s the one guy in baseball who’s expected to be perfect.

SOT TV/Anncr: Strike 3.

SOT TV/Anncr: Game over.

SOT TV/Anncr: Jim Johnson sets the save record for the O’s.

Anncr: The save.


Anncr: And be legendary.

SOT TV/Anncr: Out at second!

Dramatic shot: CU Baseball closer. Highlights: Johnson saves.

Highlights: Johnson saves.


Music

Anncr: You go 0 for 8 at the plate.

Montage: Chris Davis striking out during May 6 O’s/Red Sox game.

Montage: Chris Davis as winning pitcher in Os/Sox 17-inning game.

Montage: Matt Wieters/July 29th game O’s versus A’s.

Anncr: Then become the winning pitcher.

SOT TV Anncr: Chris Davis and the Orioles win in the 17th.

Anncr: A 1 for 31 slump… (Pause)

Slo-Mo shot: HR

Slo-Mo shot: Taylor Teagarden’s first game in 2012.

Montage: Teagarden mobbed at home.

Anncr: After 86 games on the DL. (Pause)

Anncr: Walk-off.

SOT TV Anncr: Taylor Teagarden. Game over!

Montage: Teagarden pie. Highlight montage: O’s wins.

Anncr: Redemption.



Anncr: Ends with a three-run, game-winning homer.

SOT TV Anncr: Wieters – Goodbye, home run.

Music

Anncr: They’ve spent their careers on the bench. (Pause)

Montage: Shots of Quintanilla…

Montage: Shots O’Day, Arrieta, Hammel…

Montage: Strop, M. Gonzalez…

Anncr: In the pen – or the minors. Anncr: They’ve been traded. (Pause) They’ve been designated.

Montage: McClouth

Montage: Highlights featuring great plays by Hammel, Gonzalez, Strop, O’Day, McClouth and Quinantilla.

Montage: (cont’d)

Anncr: But they get another chance to play.

SOT TV Anncr: Unbelievable catch!

Anncr: And play they do.

SOT TV Anncr: Who expected this?

Montage: (cont’d)

Anncr: Journeymen who become heroes.

SOT TV Anncr: He will score!

Graphic: Fans. Key: It’s why you love baseball. It’s why you watch MASN.

Anncr: They’re why you love baseball. (Pause) It’s why you watch MASN.

Anncr: Or told their better days we’re over.

Music

Anncr: 9 pitches.

SOT TV Anncr: Strike 1.

Montage: Jordan Zimmermann versus Marlins. May 6, 2011. 2nd inning.

Montage: (cont’d)

Montage: (cont’d)

Anncr: 9 strikes.

SOT TV Anncr: 3 straight strikes.

Anncr: 3 outs.

SOT TV Anncr: Another strike.

Montage: (cont’d)

Montage: (cont’d)

Montage: (cont’d)

Anncr: Only 44 hurlers have done it.

SOT TV Anncr: This is historic!

Anncr: Including this one.

SOT TV Anncr: Jordan Zimmermann!

Montage: Umpire calls strike 3.

Anncr: The “immaculate inning.”

Graphic: Fans. Key: It’s why you love baseball. It’s why you watch MASN.


Anncr: In 120 years of baseball… (Pause)

SOT TV Anncr: 7 strikes in a row.

JASON HAMMEL

7IP 0ER VS

WHITE SOX

Tune-in advertising is the “workhorse” of MASN’s marketing efforts. This phase of the “Why You Love Baseball/Watch MASN” campaign highlights the reasons why viewers watch baseball; for their team(s), for their favorite players, for the stars of the game, to root against rival teams and players, – and for the dramatic storylines baseball provides.

Equally as important, the creative has direct ties to MASN’s baseball image campaign – providing messaging continuity.

HOME RUN

HITTER

CHRIS DAVIS 3 HRs IN GAME

HITTING .323

IN LEAD-OFF POSITION

JOHNSON JIM

41 SAVES 2.79 ERA

MASN Player Match-Up: Orioles vs Sox TV :30

Music

Anncr: The Boston Red Sox.

Highlight footage: Red Sox players. Key: Red Sox

Highlight footage: Red Sox players. Stadium Animation Key: 2013 World Series Champions

Highlight footage: Orioles playing Boston Red Sox. Davis home run. Key: Baltimore Orioles.

TV Game Anncr: Goodbye, home run.

Anncr: World Series Champions.

Anncr: The Baltimore Orioles.

TV Game Anncr: That’s headed to Eutaw Street.

Highlight footage: Orioles beating Boston. Stadium Animation Key: 23-13 vs Sox in 2012 & 2013

Highlight footage: Orioles versus Red Sox. Key: Defeating Your

Highlight footage: Orioles versus Red Sox. Key: AL East Rival

Anncr: Defeating your…

Anncr: A-L East rivals.

TV Game Anncr: The Orioles take the series!

Animation Player Green Screen: Manny Machado Key: Orioles Baseball

Anncr: It’s why you love Orioles baseball.

Tune-in Tag

Anncr: Orioles – Red Sox. Opening Day is March 31st – on MASN. Be There.

Anncr: 24-13 versus the Sox the last 2 seasons.

TV Game Anncr: That’s one in the win column!

Music

Anncr: Masahiro Tanaka.

Anncr: Jonathan Schoop.

TV Game Anncr: How far is that going?

Anncr: Heavy favorite…

TV Game Anncr: Strike 3.

Anncr: versus Long Shot.

TV Game Anncr: Goodbye, home run.

Anncr: It’s why you love Orioles baseball.

Anncr: Orioles – Yankees. The series starts July 11th. On MASN. Be There.

Anncr: Hit Masahiro hard, as the Birds beat Tanaka twice.

Highlight footage: Masahiro Tanaka. Key: Masahiro Tanaka

Highlight footage: Tanaka Stadium Animation Key: 11W, 119K, 2.11ERA

Highlight footage: Jonathan Schoop vs Tanaka Key: Jonathan Schoop

Anncr: Batters the Birds.

TV Game Anncr: Got’em looking.

Highlight footage: Schoop Stadium Animation Key: 2HRs, 5RBI / O’s Top Tanaka Twice

Highlight footage: Masahiro Tanaka. Key: Heavy Favorite

Highlight footage: Jonathan Schoop HR Key: Jonathan Schoop

Transition animation Key: Orioles Baseball

Tune-in tag

Music

Anncr: Jimmy Rollins.

Anncr: Stephen Strasburg

TV Game Anncr: 99 mile and hour fastball!

Anncr: Collecting hits. (Pause) Versus Collecting K’s.

TV Game Anncr: Strasburg is on a roll!

Anncr: It’s why you love Nationals baseball…

Anncr: Nationals – Phillies. The series starts August 25th on MASN HD. Be There.

Anncr: Averaging over eight strikeouts a game against Philadelphia.

Highlight footage: Jimmy Rollins vs Nats Key: Jimmy Rollins

Highlights: Jimmy Rollins Stadium Animation Key: .320BA versus Nationals in 2014

Highlight footage: Stephen Strasburg Key: Stephen Strasburg

Anncr: Averaging three-twenty against the Nats this season.

TV Game Anncr: Rollins on base, again.

Highlight footage: Tillman K’s Tigers. Key: Chris Tillman Key: 6 Ks. O’s Swept Detroit

Highlight footage: Martinez Highlight footage: Tillman Key: Boomstick vs Broomstick

Highlight footage: Strasburg pitching

Transition animation Green screen: Drew Storen Key: It’s Why You Loves Nationals Baseball

Tune-in tag

MAXIMUM

It is a fundamental tenet of marketing. It is easier to persuade existing viewers/customers to return than persuade non-customers/non-viewers to change their habits. The most efficient way to increase television ratings is to motivate current viewers to watch more frequently. This is why MASN promotes not only the next game of a series, but the next series between those same opponents, as well (example: spots in the Orioles/Yankees game on July 30 promote Os/NYY on July 31 – and the Os/NYY series at end of August).

By highlighting recent Orioles and Nationals team achievements, “Were You There?” reminds viewers that every inning of baseball holds the potential for a game-changing moment. If you don’t watch – you may miss a season-changing play. By adding 29292 text-alert messaging, MASN viewers are given the tools to “never miss a defining moment.”

POP/Mobile - Orioles

Music

Anncr: Were you there?

Graphic: Were You There? Graphic: Highlight packaged in mobile phone. Key: Orioles

Graphic: Highlight packaged in mobile phone. Key: 11 R, 13 H, 2 2B, 1 HR

Anncr: To see the Orioles explode for 11 runs.

SOT TV/Anncr: Goodbye, home run.

Graphic: Mobile phone shape with copy… Were You There?

Graphic: Highlights w/fx Key: Orioles take 2 from Twins

Graphic: Never miss a defining moment.

Anncr: When the O’s took two of three from the Twins.

SOT TV/Anncr: Nationals win!

Anncr: Never miss a defining moment.

Graphic: Text Orioles to 29292…

Anncr: Text Orioles to 29292…

Graphic: Be There.

Anncr: And Be There.

Anncr: Were you there?

MAXIMUM

MESSAGING FOR 2013/14

Launched only 6 years ago, Twitter now has over 500 million active users worldwide – with 340 million messages “tweeted” daily.

More important is the demographic of Twitter users –a young demo vital to MASN’s growth in both audience AND REVENUE. # of internet users within each group that use Twitter

To date, with little promotion/fanfare MASN has accrued 25,000 Twitter followers. MASNsports.com’s Roch Kubatko has nearly 11,000 followers.

To the right, you will see 10 examples of “tweets” sent during the Orioles game on 9.25.12. Fans, sports-casters and organizations sent out over 3,500 “tweets” during this game. Nearly 100% of these messages were “retweeted” – some as many as 150 (Roch Kubatko) and 160 (Ravens’ player Anquan Boldin) times. Assuming an average of 15 retweets per message would bring the total number of in-game messages to over 50,000.

In 2010, MASN launched mobile alerts. In 2011, we focused on Facebook. 2013 is the year of Twitter.

tongue-in-cheek ESPN-ish creative takes this term literally. Two spots are presented here. Four spots would be produced. 3. A Facebook-specific spot template that would be used to develop 6 or more tv spots. 4. MASNsports.com reporting from the Baseball Winter Meetings. Few days during the baseball season can match the amount of online traffic MASNsports.com generates during the Baseball Winter Meetings. Individual spots would be produced for Orioles and Nationals coverage 5. Over-arching creative promoting MASN’s online, mobile and social platforms under one umbrella. As the copy says, “It’s not just social media – it’s essential media.” This creative premiered in September 2012, with one O’s spot and one Nats spot. We would update video for 2014.

Promoting MASN’s most valuable marketing assets, this creative is built to last two or more seasons.

Fans share their experiences at the ballpark. Fans share great plays they see on tv. Fans share web posts on their teams. Fans share quotes from their favorite players. More and more often, they share on Twitter. Twitter supplements the viewing of live sports by allowing fans to follow the conversation about episode happenings. Does Twitter increase ratings? A Nielsen study revealed that a 9% increase in “buzz” volume (traffic on blogs, Twitter, Facebook, etc.) corresponded to a 1% increase in ratings among the 18-49 year-old demo - the demo MASN desires most.

The creative that follows promotes: 1. Using Twitter in-game, to forward/share Orioles and Nationals highlights to other fans and friends. Two spots are presented – dozens of spots could be created using this spot template. 2. MASN’s Twitter personalities, Roch Kubatko and Dan Kolko. “Follow” is a well-known Twitter term. The


CNN displays it. Fox News displays it. The Yes Network displays it in-game. NESN displays it. ESPN uses it. Sports bloggers use it. Players use it. Why? Because “it” connects news/sports networks/players to their fans – and, in turn, their fans’ friends. It’s called the Hashtag (visually displayed as #).

The hash tag (#) is a way for people to organize and/or search for tweets that have a common topic and/or to begin a conversation. By adding a hashtag, it becomes easier to find that topic in search, and more likely the topic will appear in Twitter’s Trending Topics. For example: #IBackTheBirds for the Orioles and #IBackTheNats for the Nationals.

When a hashtag (#) added to a comment/highlight/etc on Twitter, this action is called “tagging” – verbiage that is (though in a different context) familiar to baseball fans. MASN’s Twitter creative will take full advantage of this word baseball and social media have in common.

#IBackTheBirds

Music

SOT TV/Anncr: What a great play!

Highlight: Manny Machado/Thompson rundown play (9.12).

Video: Freeze Key: Hashtag (#IBackTheBirds) Key: “Balloons” with Twitter/fan comments

Highlight: Mark Reynolds home run.

SOT TV/Anncr: Matt Wieters. (Pause) Put the tag on ‘em!

SOT TV/Anncr: That ball’s hit deep…

Highlight: Chen pitches/strike three Key: Hashtag (#IBackTheBirds) Key: “Balloons” with Twitter/fan comments

Highlight: Jones catch at the wall (freeze) Key: Hashtag (#IBackTheBirds) Key: “Balloons” with Twitter/fan comments

SOT TV/Anncr: Here’s the pitch… strike 3.

SOT TV/Anncr: Chen. Put the tag on ‘em.

SOT TV/Anncr: Jones to the wall…

SOT TV/Anncr: Put the tag on ‘em.

Highlight: Celebration at home plate Graphic: Join the conversation

Anncr: O’s fan - join the conversation.

SOT TV/Anncr: Orioles win.

Key: #IBACKTHEBIRDS

Anncr: Hashtag I Back the Birds. (Pause)

Be There – and put the tag on ‘em.

Highlight: Reynolds crossing plate (freeze) Key: Hashtag (#IBackTheBirds) Key: “Balloons” with Twitter/fan comments

SOT TV/Anncr: Mark Reynolds. Put the tag on ‘em…

#IBACKTHEBIRDS

#IBAC #IBACKTHEBI

#IBACKTHEBIRD

#IBACKTHEBIRDS

MAXIMUM

With this creative, every MASN content/marketing touchpoint (watching on tv, grassroots events, social media, contesting and online) – PLUS ATTENDING THE GAME – is placed under one “Be There” umbrella.

Though simple and straight forward, this spot reminds viewers that the complete Orioles/Nationals fan experience is best achieved by following the team in-person, on TV, online, on Facebook, with Twitter and with Mobile.

“Cover all the bases” will also serve as the theme for MASN’s in-person/at Fanfest/at-stadium grassroots marketing efforts (a promotional tee-shirt design is also presented).

MAXIMUM

The purpose of MASN’s grassroots marketing programs – carried out at both Camden Yards and Nationals park the stadiums – are twofold: 1) Build fan affinity and 2) Continue to build momentum for MASN’s mobile (29292 database) and social marketing (Facebook “likes”, Twitter followers) programs.

At Camden Yards and Nationals Park, MASN gives away MASN-branded Orioles/Nationals promotional items, upgrades tickets and meet-and-greets with Orioles personnel.

While MASN is visible at both ballparks, the purpose of this TV creative is to increase that visibility, to get fans looking for MASN at the ballpark – and to receive credit for our giveaways, tickets and meet and greets. The creative is tied into our grassroots “Cover All the Bases” slogan.

MAX SHIRT

For Fan T-shirt Giveaway at MASN In-Stadium Kiosks

Music

Anncr: Be…

Interior: O’s Fans watching game. Key: Be…in HD

Montage: Game highlights/fan reactions.

Highlight: Xmo playback Key: Be…this close

Anncr: …in HD.

Anncr: Be…this close.

Montage: Roch Kubatko interviewing players, etc. Key: Be Roch’d

Graphic/Interior: Os Fans on Facebook. MASN/O’s Facebook page Key: Be with your friends

Anncr: Be…with your friends.

Anncr: Be…alert.

Montage: Twitter (Steve M. and Fan receiving text. Key: Be the first

Anncr: Be…the first to know.

Exterior: O’s Fans at Camden Yards. Key: Be in person.

Anncr: Be…in person.

Anncr: Be…Roch’d. (pronounced: rocked)

Be... (in HD)

Be... (this close)

Be...

(Roch’d)

Be...

(the first

Jones HR puts O’s o

Montage: MASN in-game text initiative. Message: Jones Homers. O’s lead Yankees. Key: Be alert

Be..

(“liked”)

Be... (in person)

to know)

Interior: O’s Xtra

Interior: Buck Showalter/Player interviews. Key: Be…behind the scenes

Anncr: Be…behind the scenes.

Anncr: Be…with Adam.

Montage: O’s highlights/Os fans at game.

Anncr: Be…a fan.

Anncr: If you’re an Orioles fan. (Pause) If you’re a baseball fan.

Montage: O’s fans/O’s highlights Key: Cover all the bases.

Anncr: MASN covers all the bases.

Montage: O’s highlights/fans Key: Be there Key: MASN logo

Anncr: Be there.

Anncr: Be…a winner.

Montage: O’s highlights/O’s fans at game.

Be... (there)

Be... (behind the scenes)

Be (with Adam)

(a winner)

Highlight: Fans meet/greet Adam Jones Key: Be…with Adam

Be... (a fan)

Be... Montage: O’s fans who have won MASN prizes. Key: Be…a winner

Anncr: Be…Xtra savvy.

Be... (Xtra Savvy)

http://www.facebook.com/photo.php?fbid=489788247715637&set=a.489786711049124.123737.182323085128823&type=1&relevant_count=4


As we documented in the 2013 MASN Media presentation, audience reach and frequency directly impacts Orioles/Nationals game ratings. The higher the reach and frequency achieved – the higher the ratings. The lower the reach and frequency – the lower the ratings. Audience awareness is achieved by a sustained/building advertising effort, with recency (multiple messages just prior to game time) delivering the final call-to-action (“tune in tonight”) just before the game starts. To develop effective reach and frequency MASN’s on-air effort must promote multiple series out (as well as next game) – letting outside media (radio/print, etc.) deliver the recency message. The goal? Have start-of-series spots ready to air four weeks prior to the series – further in advance for “same-team” promos (Example: the last games of the Orioles/ Yankees May series should launch promotion for the next O’s/NYY series in June).

May: Begin PMU spots promoting June series Version “Your Town. Your Team. Your Network” spots for June Produce/launch Twitter Roch/Dan spots Launch remaining “MASN is” spots Continue POPs (29292 mobile) Outside media continues June: Begin PMU spots promoting July series Version “Your Town. Your Team. Your Network” spots for July Re-writes and pre-production planning for 2014 “Ballpark” campaigns Continue POPs (29292 mobile) Outside media continues July: Begin PMU spots promoting August series Version “Your Town. Your Team. Your Network” spots for August Pre-production planning for 2014 “Ballpark” campaigns Continue POPs (29292 mobile) Outside media continues (until All-Star break) August: Begin PMU spots promoting September series Version “Your Town. Your Team. Your Network” spots for September Shoot 2014 “Ballpark” campaigns Continue POPs (29292 mobile) Writing/approval for “After-Season” campaign September: Shoot 2014 “Ballpark” campaigns Continue POPs (29292 mobile) Thank you and “After Season” campaigns hit air

December: Creative approval Begin design work for all IDs, campaigns and promo templates Pre-production planning for shoots Budget/PO approvals Update “Your Town. Your Team. Your Network” with 2012 highlights January: Begin promoting Spring Training games Launch generic “Your Town. Your Team. Your Network” campaign Shoot non-player specific footage for campaigns Finish design work for all IDs, campaigns and promo templates February: Shoot player footage in Florida for campaigns and MAX Player Write/produce PMU spots for April Premiere new Net IDs (“Gozintas”) Launch initial “MASN is” spots Begin dropping footage into IDs, design templates March: Begin PMU (player/team match-up) spots promoting April series Begin tune-in tagged “Your Town. Your Team. Your Network” spots Generic “Why You Love Baseball” spots hit air Version MAX Player spots Produce/Launch Twitter (“tag ‘em”) spots Roch Kubatko/Dan Kolko topicals begin (produced weekly throughout season) Produce/launch creative for outside media April: Write/Produce/air PMU spots for May series. Version “Your Town. Your Team. Your Network” spots for May Max Player spots hit air Begin POPs (29292 mobile) Pre-production for Twitter Roch/Dan spots Shoot stadium footage for Cover Bases/MASN is spots Outside media continues

THANK YOU

2013-14 creative

Documents