Published on November 8, 2021 at 8:00 p.m.
by Alyssa Thomas.
The World Series is an ideal time for companies to capitalize on brand promotion and consumer relationship-building opportunities. Companies like Taco Bell and FTX created campaigns to increase engagement with Major League Baseball (MLB) fans. Some of the promotions that these sponsored brands have to offer will keep fans engaged long after the postseason is over.
One of the most talked-about campaigns during the World Series is the annual Taco Bell campaign.
Every year, Taco Bell promotes its Steal a Base, Steal a Taco campaign for MLB fans to enjoy. Although this campaign starts at the beginning of the World Series, the giveaway isn’t honored until the World Series is over. The campaign relies on players competing to see who is first to successfully steal a base during the World Series. Fans benefit by winning free tacos when the goal is met.
This year, Braves’ Ozzie Allbies stole second base in the first inning of Game 1, becoming the first player to successfully steal a base and a taco for America. Fans were able to receive their free Doritos Locos Tacos on Nov. 4 at participating Taco Bell locations across the U.S.
Another company that jumped on the promotion bandwagon was FTX, the official cryptocurrency exchange of the MLB.
FTX announced its long-term, global partnership with the MLB earlier this year. After the sponsorship deal was made, the FTX logo was placed on the umpire uniforms during the regular season. The MLB also began promoting FTX on all televised games and its website. In return, FTX obtained the right to use highlights of players and teams for future content creation.
The cryptocurrency company also introduced its Moonblast home run donation campaign at the beginning of the postseason at the National League Wild Card Game. FTX’s mascot, Lou Nar the Moon Man, was placed at the Dodgers-Cardinals wild card game to bring awareness to the campaign. FTX promised to donate $10,000 to a philanthropic organization of the player’s choice who hit the longest home run (that traveled at least 425 feet) at each postseason game. The company raised the donation to $100,000 per home run — again, at least 425 feet — during the World Series.
Sporting events, like the World Series, are great opportunities for companies such as Taco Bell and FTX to promote their brands to new consumers while also connecting with an already cultivated audience of baseball fans.