Saa ne rivals case study

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CASE STUDY & BUSINESS RESULTS

New Era Caps has been Major League Baseball’s official cap since 1994 and traditionally has played a “back seat” role in the alliance

THE BACKGROUND

Bring New Era front of mind by “flipping the script” and moving New Era from being the bearer of other people’s flags, to being the flag itself

THE CHALLENGE

Increase New Era brand awareness and generate more owned/earned media impressions Establish New Era as part of the ongoing cultural conversation Translate communications effort to a concurrent sales increase

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THE OBJECTIVES

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Spark a movement and create broad cultural buzz around the brand, the series and all the baseball chatter by making New Era topical, funny and relevant

THE SOLUTION

THE PLAN IN ACTION

Launch spot in-game (NY/Bos markets and select

national games)

Follow games with cable support that appealed to shared MLB/Flagbearer

target affinities

Drive to New Era-owned properties to gauge consumer awareness and brand

engagement

Drive to new spot launch in next series

Within the span of 5 months, period sales increased 35% year over year

THE RESULTS

Source: New Era

THE RESULTS

Twitter followers increased from 9k to 18.6k Facebook fans form 200k to over 760k YouTube views increased by over 3000% totaling to over 2.4MM+ views.

Source: Facebook, Twitter, YouTube

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THE RESULTS

Over 1 Billion in earned media impressions 16M impressions in blog pick-up $450M in free publicity value

Source: New Era

2011 success set the stage for the continuation of the Rivalry story in 2012

New Rivals

Exclusive online content development and

distribution at launch

MLB Day Opening Day After Takeovers

Drive to new spot launch in next series

Drive to New Era-owned properties

Reached “Immortal” status on Funny or Die in the first day (fastest ever for a paid placement)

Source: Funny or Die

Early results show major uptick in New Era Brand Perception YTD 2012

Source: Crossmedia RedBox: Brand IndeX+