MLB All-Star Fan Fest

In honor of the MLB All-Star festivities, hosted at Citi Field in New York, we took a trip to Fan Fest at the Jacob K. Javits Convention Center to check out the special events and sponsorships!

As we previously mentioned during the NBA Championships, sports provide an excellent way for brands to engage with consumers. Different activities are often used for fans to really be given the opportunity to interact with the brands who sponsor these events, and even other brands who may not necessarily be large sponsors, but are also trying to widen their consumer base. Of the many notable events that were featured during the MLB Fan Fest, here are a few brands that presented unique ideas rallying in large numbers of fans:

T Mobile

As the main sponsor of the event, T-Mobile went above and beyond setting up large screens all over the event. The minute we walked in a giant display captured all eyes, playing historic moments in baseball and showing advertisements that were made to look like a poster, rather than a digital screen. These massive screens made quite the first impression for Fan Fest as guests entered the building. T-Mobile also fabricated an entire stadium in the middle of the convention center where fans tuned in to hear baseball tips from special guests, as well as practice and receive pointers on their different baseball skills.


Chevrolet/ General Motors
Hosting the All-Star Home Run Derby, Chevrolet created a mini replica version for Fan Fest guests to enjoy. With a large field inside and batting cages, visitors of all ages were invited to test out their batting skills and hit sky high home runs. In addition to the Home Run Derby, Chevrolet had new car models on display next to a giant baseball. Offering a chance to receive an MLB All-Star Souvenir, fans were lined up around the area throughout the entire day.


Taco Bell
One of the biggest hits of the entire event was Taco Bell's "Steal a Base, Steal a Taco." They created a mini stadium where visitors could run down a grassy pathway and steal a base just the way a professional player would. As they stole a base, digital screens above the runner would show a clip of a professional player sliding and stealing a base. Giving out coupons for free tacos, Taco Bell created a fun and exciting way to bring consumers back into stores.



Firestone
Guests and fans lined up at Firestone's "Tire Tryout" all throughout the day. With one of the longest lines at the event, fans came to throw pitches through Firestone Tires at different distances. Younger kids were able to toss their ball through closer tires, while more skillful players could practice their curve balls and fast pitches through further tire set ups.


Scotts 
Though Scotts set up wasn't as interactive as others, it used a creative display to draw the attention of fans and presented a unique idea that could potentially be used in other settings. With a large pop-up block of grass, fans were able to feel what the official grass of the MLB is like to the touch. Brand ambassadors and a giant backdrop gave more facts regarding the specifics of MLB official grass.

In conclusion, similar interactive events can be used to increase participation and long-lasting impressions on consumers. Consumers are much more likely to purchase a product and feel more loyal if they are able to reference a personal connection. Events like these develop those personal connections. Other brands that used similar ideas during Fan Fest were: Gillette, Head & Shoulders, New Era, Duane Reade, Under Armour, Bayer, Topps, Pepsi, Blockbuster, Kellogg's, Tiffany & Co., and more!