A Sharp Approach to Baseball

There's a pretty good chance that if you went to a Major League Baseball game this year after the All-Star break, you were exposed to a Sharp Aquos high-definition television. Sharp Electronics, which spent its second year as the official HDTV of MLB, ran a complete lineup of fan activities and promotions throughout the second half-season. Much like the Philadelphia Phillies, Sharp ended the season with a serious playoff push. "The Sharp Aquos Instant Replay Roadshow" appeared at every postseason game. The effort, which debuted during the All-Star Game, allows consumers to be the umpire by watching replays on Aquos displays to make the call on controversial plays. "The Sharp Aquos Experience Mobile Tour," meanwhile, used a 53-foot double-expanded trailer to create the ultimate showcase for its products at postseason games. "At all of our activation points, Sharp gives away promotional items emblazoned with a specially designed logo that features both of our brands and the MLB silhouetted batter," says Judah Zeigler, associate vice president for the retail and marketing group at Sharp.

At the in-stadium kiosks during the post-season, Sharp gave away branded cinch sacks, soft baseballs and playing cards. "Because we give away items that can be used over and over, like the cinch sack and playing cards, we're able to keep Sharp's association with MLB in the mind of the consumer, not just at the point at which they're interacting with our brand at a special event, but for days, weeks or even months afterwards," says Zeigler. More than 5,500 retailers participated in MLB-themed Sharp promotions.