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NBC Sports Group (formerly listed as Comcast Sports Network)
World Championship Baby

RAN IN: United States

CLIENT
NBC Sports Group (formerly Comcast SportsNet)

Lizeth Aguirre, Director of Marketing, Comcast SportsNet

AGENCY
BBDO San Francisco *Lead Agency

Jack Harding, Creative Director
Mike McKay, EVP, Executive Creative Director
Page Kishiyama, Associate Creative Director
Jill Rohde, Account Supervisor
Sara Nicely, Designer
Sam Barrett, Interactive Producer
Michael Schwartz, Editor
Matt Herrmann, EVP, Director of Strategy


SUMMARY

After a glorious 2010 baseball season that culminated with the San Francisco Giants winning the city's first ever World Series, Comcast Sports Network needed a way to keep residents interested in Giants coverage. Based on the insight that Baby Booms often follow 9 months after momentous events, we started a search for the Giants World Championship Baby born exactly 9 months after the Giants clinched it. Though the team didnt make the playoffs in 2011, CSN ratings during the promotional period improved by 29% over the same period in 2010.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, PR, Consumer Involvement

Audience: New Audience, Men, Women, Families

Objectives: Increase awareness

Type: Business to Consumer

Classification: Local,Regional

Language: English