MLB Network Back To Baseball Affiliate Promotion 2015

Objectives: –  Develop a compelling, system-targeted promotion to encourage affiliates to

run cross-channel spots to generate awareness of and drive tune-in to MLB Network’s key programming leading up to the regular season and the beginning of post season.

–  Provide distribution partners’ Local Ad Sales and marketing groups with the opportunity to associate with and leverage the MLB Network brand through the 2015 MLB Season.

–  Offer brand based VIP experiences and brand inspired packages as rewards for participation to drive affiliate and local sponsor engagement.

Tactics:

–  Promoted all available opportunities to increase affiliate participation through myriad affiliate communications including email blasts, an extensive affiliate micro site and a targeted sell-in process.

•  The promotional microsite served as home base for affiliates to learn more about the promotion, as well as register, download materials, explore rewards options and submit affidavits.

–  Incented affiliates to participate by providing tiered, high-value prizing that could be used to support their business objectives.

–  2 flexible promotional windows allowed affiliates to run spots when it made the most sense for their business.

–  Affiliates were able to choose from multiple prizing options, which increased the appeal and flexibility of participation for affiliates and their clients.

Results: –  30 markets participated, providing MLB Network with a reach of 25.3+MM

subscribers to drive tune-in to the MLB Network. –  The promotion provided a 20% ROI, and grew media value and subscriber

reach exponentially from previous years.