PLAY BALL! is a beloved phrase by both pets and MLB fans. Why not join forces?
Through in-stadium ads and storefronts, in-store activations, print, and social media campaigns, the PLAY BALL! campaign will get both pets and their owners excited to play ball.
IN-STADIUM
PetSmart will open team-specific merch stores in MLB stadiums across the nation. In this example, the store is located in section 137 of Yankee Stadium. (Let's go Yanks!) The store will include pet player jerseys, baseball themed toys, and concession-like treats for your pet.
To support this, print ads will be placed around the stadium, inviting guests to visit the store. The ads will use team specific players and lingo to ignite excitement in customers to help their pet rep their favorite team.
On certain "event" days, like MLB Opening Day, PetSmart Grooming, PetsHotel, Training, and Doggie Day Camp customers will receive personalized baseball cards of their pet. The cards will be branded with the PLAY BALL!, MLB, and PetSmart logos, as well as themed with the local MLB team.
Additionally, PetSmart locations within 50 miles of MLB stadiums will offer 15% off Doggie Day Camp stays (up to 5 hours) with a valid MLB ticket on the same day.
(yeah, her name is Puppy)
IN-STORE
The campaign will be supported with print ads that highlight the specialty MLB branded products.
SOCIAL MEDIA
+ ACTIVATIONS
PetSmart will post content highlighting MLB players and their beloved pets. Utilizing both grid posts and short-form videos, the post will promote the hashtag #PetSmartPlayBall.
The hashtag will invite pet owners to post their baseball loving pets for a chance to win tickets to the World Series. Additionally, PetSmart will repost some of this content.
Additionally, PetSmart will sponsor "Bark at the Park" nights in participating ballparks. This is another way to gain content for PetSmart socials and excite people to #PlayBall!
