TargetSale Campaign Recap

HISTORY

The Chicago White Sox have had eleven players selected as a Final Man candidate and are the first team to have four of those candidates voted as Final Man winners.

#TARGETSALE CAMPAIGN

On July 6, 2014, The Chicago White Sox launched their 2014 MLB Final Man Vote campaign for White Sox pitcher Chris Sale. The campaign was designed to rally fans to vote for Sale to become the final member of the 2014 AL All-Star team.

The name of the campaign was

#TARGETSALE


During the five-day 2014 final man voting period, the White Sox implemented several strategic marketing campaigns across multiple platforms to encourage fans to #TARGETSALE. The campaigns and platforms utilized included:

Social Media

- Facebook and Twitter Advertising

- Contests

Guerilla Marketing

National & Local Media Coverage

Print & Digital Signage

Merchandise (T-shirts)

Sweepstakes Contests

Alliance with the Washington Nationals

Campaign Commercials

On-Air Drop-Ins


#TARGETSALE mobilized the following departments within the front office:

Broadcasting Mass Communications

Community Relations Media Relations

Corporate Partnerships Public Relations

Marketing Ticket Office

Ticket Sales


On Thursday, July 10th, at approximately 4pm CT, MLB announced Chris Sale won the 2014 AL Final Vote and would be added to the 2014 AL All-Star Team after securing approximately 6.7 million of the 52.2 millions votes that were cast.

Voting online and by text message was enabled the entire duration of the voting period.

Hashtag voting on Twitter counted as votes only on July 10th.

SOCIAL MEDIA

#TARGETSALE was promoted across all White Sox social media accounts: Facebook, Twitter, Google+, Instagram,

Pinterest, Tumblr, Vine and SnapChat.

TWITTER

The hashtag #TARGETSALE trended worldwide on Twitter (a first for a White Sox Final Man campaign) the evening of July 6th when the campaign first kicked off. Tweets did not count as votes during this time. The hashtag also trended nationally.

#TARGETSALE was mentioned 150,000+ times

@whitesox was mentioned 29,000+ times

TwiVer AdverQsing

This ad segment targeted Interests, specifically @whitesox followers, users similar to @whitesox followers, and followers of 10 acQve & relevant TwiVer handles that included: Chicago Blackhawks, MLB, Chicago Bears, Adam Eaton, Bo Jackson, Chicago Bulls, Washington NaQonals, Gordon Beckham and Frank Thomas The promoted posts were exposed to approximately 10,000 viewers and generated 222 engagements.

TWITTER ADVERTISING

This ad segment targeted interests, specifically @whitesox followers, users similar to @whitesox followers, and followers of 10 active & relevant Twitter handles that included: Chicago Blackhawks, MLB, Chicago Bears, Adam Eaton, Bo Jackson, Chicago Bulls, Washington Nationals, Gordon Beckham and Frank Thomas

The promoted posts were exposed to approximately 10,000 viewers and generated 222 engagements.

TwiVer AdverQsing

The second ad segment targeted 6 keywords in the US: #Allstars, #TargetSale, #WhiteSox, #MLB, #VoteRendon and AllStars. The promoted posts were exposed to approximately 3,360 viewers and generated 154 engagements.

TWITTER ADVERTISING

The second ad segment targeted 6 keywords in the US: #Allstars,

#TARGETSALE, #WhiteSox, #MLB, #VoteRendon and AllStars.

The promoted posts were exposed to approximately 3,360 viewers and generated 154 engagements.

#TargetSale on TwiVer Fans were rewarded with a special Qcket offer as the hashtag #TargetSale trended on TwiVer on the last day of the Final Vote. Only July 10, tweets sent starQng at 9am through 3pm CT that included the hashtag #TargetSale were tabulated as part of the overall vote total used to send Chris Sale to his third All-‐Star Game. All Sox fans were rewarded with a special “Bonus Bux” discount for Qckets to select July games based on the level that #TargetSale trended on TwiVer.

#TARGETSALE ON TWITTER

Fans were rewarded with a special ticket offer as the hashtag #TARGETSALE

trended on Twitter on the last day of the Final Vote. Only July 10, tweets sent

starting at 9am through 3pm CT that included the hashtag #TARGETSALE were

tabulated as part of the overall vote total used to send Chris Sale to his third

All-Star Game. All Sox fans were rewarded with a special “Bonus Bux” discount for

tickets to select July games based on the level that #TARGETSALE trended on Twitter.

Teammate-‐Generated Tweets for #TargetSale

#TARGETSALETEAMMATE-GENERATED TWEETS FOR

Celebrity-‐Generated Tweets for #TargetSale #TARGETSALE

CELEBRITY-GENERATED TWEETS FOR

MiLB-‐Generated Tweets for #TargetSale

#TARGETSALEMiLB-GENERATED TWEETS FOR

Media-‐Generated #TargetSale Tweets #TARGETSALEMEDIA-GENERATED TWEETS FOR

Most Retweeted Tweet of #TargetSale on July 10

#TARGETSALEMOST RETWEETED TWEET OF

ON JULY 10

Top 10 RTs of #TargetSale #TARGETSALETOP 10 RTs OF

Top 10 RTs of #TargetSale

#1 #2

Top 10 RTs of #TargetSale Top 10 RTs of #TargetSale #3 #4

#TARGETSALETOP 10 RTs OF


Top 10 RTs of #TargetSale

#5 #6

Top 10 RTs of #TargetSale Top 10 RTs of #TargetSale

#TARGETSALETOP 10 RTs OF

#7 #8


#9 #10

Facebook FACEBOOK

Facebook

Facebook AdverQsing

On July 9th and 10th, targeted Facebook adverQsing was implemented for #TargetSale.

FACEBOOK ADVERTISING

On July 9th and 10th, targeted Facebook advertising was implemented for #TARGETSALE.

FACEBOOKADVERTISING ANALYTICS

FACEBOOK ADVERTISEMENTS DROVE:

- 12,238 clicks to whitesox.com/vote

- 3,000 clicks from international fans

- 7,500 clicks from mobile devices

- 3,706,782 impressions on #TARGETSALE ads

FACEBOOKADVERTISING ANALYTICS

THE BEST AUDIENCE TARGETING SEGMENTS WERE:

- International White Sox Fans

- Illinois residents interested in baseball

- People with similar behaviors/interests as White Sox fans

Facebook Post with the Greatest Reach

FACEBOOKPOST WITH THE GREATEST REACH

1,227,264PEOPLE REACHED

#TargetSale Facebook Album

•  2,622 Likes •  60 Comments •  319 Shares

#TARGETSALEFACEBOOK ALBUM

2,622 LIKES

60 COMMENTS

319 SHARES

#TARGETSALESWEEPSTAKES

Fans who voted for Chris Sale as the 2014 AL Final Vote candidate were

automatically entered into the White Sox Final Vote sweepstakes.

Entrants were eligible to win the following prizes:

- Four (4) tickets & a parking pass to a mutually agreed upon Chris Sale-starting K Zone game

- Autographed Chris Sale jersey

- Autographed Chris Sale bobblehead

- Autographed Chris Sale baseball cap

- Autographed Chris Sale baseball

WASHINGTON NATIONALS ALLIANCE

The White Sox announced an alliance with the Washington Nationals in which

each club encouraged its respective fans to vote for the other team’s candidate in

addition to their own team’s candidate.

The Washington Nationals/Anthony Rendon’s campaign hashtag was

#VOTERENDON.

Additionally, Chris Sale and Anthony Rendon appeared in videos/took photos

soliciting fans to vote for one another.

Ultimately, Anthony Rendon received the fourth most votes for the

2014 NL Final Man Vote.

IN-PARK ACTIVATION

For the entire duration of the Final Man voting period, the White Sox

were in Boston for a four-game series. #TARGETSALE t-shirts and

K Zone K cards were taken to Boston and handed out to White Sox fans

in attendance at these games.

Additionally, White Sox players warmed up in #TARGETSALE and K for

Sale K Zone T-shirts.

In-‐Park AcQvaQon For the enQre duraQon of the Final Man voQng period, the White Sox were in Boston for a four-‐game series. #TargetSale T-‐shirts and K Zone K cards were taken to Boston and handed out to White Sox fans in aVendance at these games. AddiQonally, White Sox players warmed up in #TargetSale and K for Sale Kzone T-‐shirts.

In-‐Park AcQvaQon For the enQre duraQon of the Final Man voQng period, the White Sox were in Boston for a four-‐game series. #TargetSale T-‐shirts and K Zone K cards were taken to Boston and handed out to White Sox fans in aVendance at these games. AddiQonally, White Sox players warmed up in #TargetSale and K for Sale Kzone T-‐shirts.

#TargetSale at Beggars Pizza and Hooters

On Wednesday, July 9th, members of the White Sox Front Office hosted Watch and VoQng ParQes at five Hooters locaQons and four Beggars Pizza locaQons. Fans who voted and showed their phones’ to White Sox staff were given a #TargetSale shirt, K Zone K card, XFINITY Qcket voucher and other White Sox promoQonal materials.

#TARGETSALEAT BEGGAR’S PIZZA AND HOOTERS

On Wednesday, July 9th, members of the

White Sox Front Office hosted Watch and

Voting Parties at five Hooters locations and

four Beggars Pizza locations.

Fans who voted and showed their phones’ to White Sox staff

were given a #TARGETSALE shirt, K Zone K card, XFINITY

ticket voucher and other White Sox promotional materials.

#TARGETSALECAMPAIGN VIDEOS

A series of four videos were created to generate buzz and get fans to vote for

Chris Sale as the 2014 AL Final Man Vote

The #TargetSale campaign videos garnered approximately 139,151 total views

on whitesox.com and reached approximately 692,256 Facebook users.

- White Sox Look to #TARGETSALE

• 54,873 views on whitesox.com

- #TARGETSALE Top 10 List


- #TARGETSALE


- Chris Sale’s Slider is an All-Star


White Sox Look to #TargetSale #TARGETSALEWHITE SOX LOOK TO

#TargetSale Top 10 List #TARGETSALETOP 10 LIST

#TargetSale #TARGETSALE

Sale’s Slider is an All-‐Star ALL-STARSALE’S SLIDER IS AN

Photoshopped Images – Chicago Skyline PHOTOSHOPPED IMAGESCHICAGO SKYLINE

Photoshopped Images – Boston OuSield PHOTOSHOPPED IMAGESBOSTON OUTFIELD

Photoshopped Images – The Green Monster PHOTOSHOPPED IMAGESTHE GREEN MONSTER

Photoshopped Images – Lincoln Monument PHOTOSHOPPED IMAGESLINCOLN MONUMENT

Photoshopped Images – PrudenQal Building PHOTOSHOPPED IMAGESPRUDENTIAL BUILDING

Photoshopped Images – Boston Duck Tour PHOTOSHOPPED IMAGESBOSTON DUCK TOUR

Google+ GOOGLE+

Instagram INSTAGRAM

Pinterest PINTEREST

VINE Vine

Tumblr TUMBLR

MEDIA INTERVIEWS

ESPN 1000

WSCR

87.7 The Game

Comcast

ESPN National Radio (SVP/Rusillo)

MLB Network

FOX Sports Radio

Media Coverage MEDIA COVERAGE

TargetSale Campaign Recap

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