MLB and New Era have launched #CapsOn, a TV, social media and in-store marketing campaign "to encourage fans to wear their team caps on opening day on April 4 whether they're at a game, at home or stuck in the office," according to Christine Birkner of ADWEEK. The campaign launched March 1 and includes "TV ads that will air on ESPN and MLB Network, and YouTube and Facebook videos" featuring Nationals RF Bryce Harper, Giants C Buster Posey and Pirates CF Andrew McCutchen. The campaign also includes "signage in more than 2,100 stores, including Dick's Sporting Goods, Lids and MLB stadium stores." In addition, MLB will promote the campaign on "its teams' social media channels and through fan giveaways on opening day." MLB Exec VP/Business Noah Garden said that fans "can expect more social media efforts from the league this season." Garden: "Social is a big part of what we do because it's an effective way to reach our fans. We're going to keep the excitement of opening day going. It's about harnessing the buzz that we have and making it more visible" (ADWEEK, 3/16).
BARK AT THE PARK: Central Garden & Pet and PetSmart are expanding MLB's Bark at the Park series to include four additional games this season. Central is partnering with 12 teams for events at home games. In addition, fans and their dogs can participate in a pregame parade around the field. There also is a PetSmart-hosted activities center. D-backs Chief Baseball Officer Tony La Russa will return as the program's official ambassador and help promote the program through a public service campaign at participating ballparks (Central Garden & Pet).
