This Promotion Might Not Be The Best Way For MLB To Appeal To Young People
Major League Baseball is receiving low TV ratings, has a backward social media strategy, and was recently overshadowed by the NFL free agency frenzy. So how does the league respond? Well, if you signed up for the MLB.com email list — by voting for the all-star game or something like that — you, the dedicated baseball fan, get a chance to win a trip to... a Sade concert!
Nothing against Sade, but offering tickets to a British band that's been around for almost 30 years? How about World Series tickets? Or if you're dead-set on a concert, maybe Jay-Z and Kanye?Here's the email that subscribers received:
"Hey baseball fans - want to experience what people are calling 'the best concert
of the year'?
Here's Your Chance!
Ticketmaster is flying one lucky fan +1 to Vegas to see SADE live - and IT COULD BE YOU!
With very special guest John Legend"
Maybe "people" are calling it "the best concert of the year," but I don't think they're the people reading this email. And the voting is through Facebook? They really nailed the demographic here. Baseball fans who interacted on MLB.com are offered tickets to a 30-year-old British band, with the voting on Facebook. What's next? Offering free makeup? Cleaning products? Giving Cleveland Indians fans a LeBron James autograph? Savvy marketing, MLB.
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