MLB and New Era Are Reminding Baseball Fans That Opening Day Is Almost Here
And they should put their caps on
With Major League Baseball’s regular season just a few weeks away, fans of America’s pastime have reason to celebrate. To harness that excitement, MLB and New Era, the official cap of MLB, launched #CapsOn—a TV, social media and in-store 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. (April 4 is baseball’s official opening day, but three nationally televised games take place on April 3.)
The campaign, which launched March 1, includes TV ads that will air on ESPN and MLB Network, and YouTube and Facebook videos featuring MLB stars Bryce Harper, Buster Posey and Andrew McCutchen. It also includes signage in more than 2,100 stores. MLB also will promote the campaign on its teams’ social media channels and through fan giveaways on opening day.
The #CapsOn video is New Era’s most-liked video on Facebook ever, said Tony DeSimone, category director of the baseball business unit at New Era. “Combined with MLB, we’ll be getting a lot of impressions from a brand perspective, and from a sales perspective, because we’re driving buzz to a higher level,” DeSimone said.
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