Baby contest honors Giants
Comcast offers prizes to a couple that has a child on the Giants' nine-month anniversary
The Offer: In honor of the San Francisco Giants' 2010 World Series championship, Comcast SportsNet (CSN) is offering a series of prizes to the expectant couple that has a child closest to the precise, nine-month anniversary of the final game's clinching pitch. The lucky couple that celebrated the championship privately wins a $2,010 gift card, a birth certificate signed by the San Francisco Giants and a commemorative brick with the baby's name outside the team's AT&T Park.
The Data: Comcast is collecting consumer data as part of "The Search for the World Championship Baby" contest, which is part of a larger mass-media campaign called "Help the Giants Win," both of which launched July 12.
The Channel: The "Help the Giants Win" initiative lives on TV and online at a microsite. It urges visitors to tweet what they did last year that could have helped the Giants win.
The Creative: Led by BBDO San Francisco, the "Help the Giants Win" campaign includes TV commercials showing fictional fans superstitiously recreating events exactly as they happened a year ago in an effort to help the team repeat as champions, while the "World Championship Baby" microsite allows users to upload a photo of both themselves.
Dylan Taylor is executive creative director of BMF. Taylor was the first Australian to be awarded the Irving Wunderman Award for lifetime achievement at the John Caples International Awards in 2008. He is on the Caples executive committee.
This reminds me of a promotion for Dodge in Belgium two years ago, in which anyone who made a baby on the test drive was eligible to keep the car. There I can see the tie-in. There is fan data collection here, but the offer is not clear from the commercial.