© Copyright 2017
Baker Street Advertising
December 16, 2014
Brian Bacino

A Giant Postseason. Together.

By:

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That just happened.

The San Francisco Giants not only shocked the world again, but they kept us busy all through October — and happily celebrating most of November. So now on the eve of starting all over again for the 2015 season, we look back and share our Orange October digital, print, and outdoor efforts.

A special thanks and giant ups to photographer Brad Mangin whose genius inspired and often lensed the work of this year’s campaign. (manginphotography.com)

As the SF Giants leveled each impossible challenge, we stayed busy stirring the particles and stoking the mojo with our multi-platform social media pep rally.

Can’t wait to do it again.

Social Media Campaign:  

As a new story evolved daily throughout the post season, so did our presence in the Socialsphere. Here’s our Facebook, Twitter and Instagram campaign from Game 1 of the NLDS through Game 7 of the most Classic of Falls.

9.30.14 Post: If you had to win 1 game in enemy territory, you might as well send up an 18-game winner with a 2.98 era, a devastating left-handed slider, and the ability to fix the team bus if it breaks down on the way to PNC Park from the hotel: Suffice it to say, we at Baker Street are #Madbumbelievers!
(Photo by Brad Mangin.)

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10.3.14 Post: Yes, yes, yes…%$&-ing yes! #OrangeOctober #OctoberTogether #SFGiants (Pence Photo by Brad Mangin.)


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10.4.14 Post: Even though he’s out of the lineup, he’s still in it. #OrangeOctober #OctoberTogether #SFGiants (Photos by Brad Mangin.)


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10.6.14 Post: You can feel it in the air. It’s Panda Time. Let the big bear eat! #OrangeOctober #OctoberTogether #SFGiants (Panda Photo by Brad Mangin.)

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10.7.14 Post: Looking for the Beast to pull a Willis Reed at any moment. #OrangeOctober #OctoberTogether #SFGiants (Morse Photo by Brad Mangin.)

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10.7.14 Post: Start the chainsaw! GRRRRRRR! #RallyVogey #OctoberTogether #BSABelieves (Photo by Brad Mangin.)

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10.8.14 Post: Back against a wall? Who ya gonna call? #PenceVsFenceNoContest #OctoberTogether #OrangeTogether #SFGiants


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10.14.14 Post: Stick Together. #OctoberTogether (Panda Photo by Brad Mangin.)

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10.15.14 Post: Start the chainsaw. #OctoberTogether #RallyVogey (Posey Photo by Brad Mangin.)

The Embarcadero

10.16.14 Post: Bring’n Giant Game 5 Vibe. #OctoberTogether (Photo by Brad Mangin.)

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10.17.14 Post: “Saddle the HeII up! We’re burning it down!!!” #OctoberTogether #BurnItDownTogether

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10.21.14 Post: Live from KC: Madness. One Step Beyond. #OctoberTogether

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10.22.14 Post: Are you ready to get peaved in KC? #OctoberTogether

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10.24.14 Post: Tonight Live from AT&T Park: “Huddy and the Killer P’s.” #OctoberTogether  (Posey Photo by Brad Mangin.)

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10.25.14 Post: 2014 World Series Game 4. #OctoberTogether

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10.26.14 Post: 2014 World Series Game 5. #OctoberTogether

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10.28.14 Post: Our bet is Peavy starts cussing during the National Anthem. #OctoberTogether


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10.29.14 Post: Hudson to Lopez to Bumgarner to Affeldt to Romo to Casilla to Market Street. #OctoberTogether

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Print Campaign:  

We believed it would happen, even before it did. Our team worked feverishly to create congratulatory print ads in anticipation of our third World Championship in five years. We cheered proudly when Panda caught that fly for the last out. And again when these came out in the San Francisco Chronicle.

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A detail of the epic journey from the print ad above. Because, well, you’re gonna want to read this. (Click to zoom.)

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OOH Campaign:  

When we create postseason outdoor, we have no idea what fate has in store for the Giants. So we create messages that endure no matter what the outcome of the postseason.

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Credits:

President: Jack Boland

Chief Creative Officer/CW: Brian Bacino

Chief Strategy Officer: Don Donovan

Lead AD/Designer: Carrie Ammermann

AD: Sarah Inglis

CD/CW: Bob Dorfman

CW/Copyeditor: Robert Leon

Account Management: Viviana Bustillo-Aruca

Print Production: Jeff Teator

Social Content Manager/CW: Lesly Pyle

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Brian Bacino, Creative Chief B2

November 5, 2013
Bob Dorfman

Legends are Born in October, but what about Pitchmen? Will any BoSox or Cardinals score on Madison Avenue?

By:

The 2014 World Series went six compelling games, the ratings were solid, the beards full, and the performances—and umps’ calls—memorable.

But what does it all mean for the endorsement fortunes of the Red Sox and Cardinals’ players? Do any of them have the clout to lead major campaigns, or the power to compel consumers to buy? Is baseball too regional a sport for advertisers seeking athlete pitchmen with national appeal? And with so many jocks embroiled in scandal, and a social media landscape that amplifies every indiscretion into major news, are marketers willing to risk big bucks to tie their products to these guys?

Here’s how this sports marketing expert rates the product-pitching talent:

HOME RUN:

 

David Ortiz.  The Series MVP now has three rings, a new 2014 Chevy Silverado, and a Hall of Fame resume. One of the game’s most recognizable and well-liked players, Big Papi is perhaps the only one from this Big Show who could carry a national campaign.

His current endorsement income is in the neighborhood of $3-4M a year, and could see a $1M yearly bump following his remarkable Series performance at the plate. Not even an alleged positive test for PED’s revealed in 2009 has done much to damage his appeal. Look for him to show up on talk shows, cereal boxes, milk mustache ads, maybe even a trip to Disney World in the near future. Lethal to opposing pitchers, yet lovable to fans, Big Papi’s got the power to pitch power tools, muscle cars and trucks, or given his girth, any fast food. A good choice to reach the booming Hispanic market, too. And his “This is our f’ing city” quote could be the tagline for any local Boston ad campaign. The way he hit in this Series, Fox ought to add him to all future promos for their new show “Almost Human.”

 

(more…)

Dorfman on Sports