Digitally Activated: Sports Centered

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US Army’s “Path to the Show” through the Home Run Derby

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The US Army’s homepage takeover of MLB.com on Home Run Derby Day was a pairing of two of America’s most iconic brands.  The US Army capitalized on the excitement around the event by increasing awareness for it original feature on MLB.com “Path to the Show” and aligning its brand with an event that speaks to its target audience.

The What 

U.S. Army’s Homepage Takeover on MLB.com included: a Page Reskin, one Pencil Unit and one Rectangle Unit.

The Pencil Unit clicked through to US Army’s video page on MLB.com which features “Path to the Show“.

The Rectangle Unit clicked through to the U.S. Army’s “At The Ready” video feature on GoArmy.com.

The Why


The U.S. Army is associating its brand with the journey young men take to reach the pinnacle of their professional and personal lives.  “The Path to the Show” offers users the opportunity to hear first hand the challenges which top prospects face in the minors, their approach to overcoming obstacles and the rewards of achieving their lifelong ambition of becoming a MLB player.  The feature highlights how young men of a certain caliber can contribute to the success of an organization at the highest level.  These are all themes which are consistent with the US Army’s “At the Ready Campaign” which shows how young men and women thrive in challenging situations in service of their country.  Furthermore, the brand associates itself with an event where the top four finishers were named: Cano, Gonzalez, Ortiz and Fielder, helping the US Army to reinforce its commitment to providing opportunities to all Americans.

Key Takeaways

The US Army has partnered with MLB.com to create a feature which appeals to its target audience.  The feature was showcased on one of MLB.com’s tent-pole events; an event in which the stars of the day were easily identifiable with US Army’s target audience.  The US Army increased awareness for its original feature on MLB.com and aligned its brand with an event in which its participants and its attributes of speed, power and strength, speak to the US Army’s target audience.

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Written by Peter Amador

July 12, 2011 at 12:18 AM

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