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07/09/2007 11:13 AM ET
Major League Baseball to launch largest postseason marketing campaign ever at the 2007 All-Star Game
Campaign will feature first ever multi-level online and offline user generated content website produced by a major professional sports league and more than 30 television spots
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For the first time ever, Major League Baseball (MLB) will launch its postseason marketing
campaign in July, during the national broadcast of the 2007 Major League Baseball All-Star Game,
July 10th live from AT&T Park in San Francisco. The July date will mark the earliest launch ever for
a postseason MLB campaign. The campaign, entitled "There's Only One October," and featuring
actor/comedian Dane Cook will highlight some of baseball's memorable postseason moments, while
showcasing today's teams and most promising players in their quest for October greatness. The
TV spots will provide a timely narrative of key stories which unfold during the regular season and
their impact on shaping the 2007 postseason.
Also marking a first in 2007, Major League Baseball and its postseason broadcast partners,
FOX and TBS, will work in collaboration on a postseason marketing campaign. FOX and TBS will
run "There's Only One October" spots tailored to each of their network brands. The campaign will
be supported by an extensive online and television schedule, both in-game and out-of-game,
including CNN, ESPN, FX and TNT. Print advertisements will include Sports Illustrated and USA
Today. Radio spots will air in select major markets including on XM Satellite Radio and ESPN Radio.
"The Major League Baseball All-Star Game is the premier television and sporting event of the
summer. The start of our 'There's Only One October' campaign leverages this huge All-Star week
audience and points them to our pay off month," said Tim Brosnan, Executive Vice President,
Business, Major League Baseball. "Combining Dane Cook's talent, the video sharing components,
and the depth of our broadcast partners' commitments to the campaign makes it our largest and
most unique effort ever."
The 2007 postseason marketing campaign is being supported through numerous MLB assets
including the launch of "actober.com." Powered by MLB.com, the official website of Major League
Baseball, actober.com will be the first user generated content website produced by a major
professional sports league. The site will give fans access to the largest archive of MLB footage in
the world and will host over sixty clips of historical postseason baseball footage. Fans can utilize
the vintage footage to create their own actober moments and win tickets to the 2007 World Series.
Among the October "moments" featured on the site are classics such as Willie Mays' catch in the
1954 World Series, Kirk Gibson's dramatic walk-off home run in the 1988 World Series and Curt
Schilling's bloody sock in Game 6 of the 2004 ALCS. Celebrities signed on to showcase their own
actober.com moments include Kate Mara, William Peterson and Ellen Pompeo, with others expected
to be added on a regular basis.
Evidencing the interactivity of the campaign, MLB will be continually soliciting input from
fans through its online advisory fan panel. Fans will have the chance to tell MLB the moments they
think should be featured in the advertising.
The television spots created by McCann Erickson with the support of MLB Productions will
also be distributed to all of Major League Baseball's international broadcast partners in English
speaking countries as well as locally within broadcasts of the 30 MLB Clubs.
Dane Cook is best known for being one of the most popular stand-up comedians in the
country, recently selling out an unprecedented two shows in one night at Boston's TD Banknorth
Garden and New York's Madison Square Garden. Cook has sold more than 3 million CD's and
DVD's to date. Additionally, Cook is an accomplished actor and can been seen in the dramatic film
"Mr. Brooks," with Academy Award winner Kevin Costner, as well as in the upcoming comedy
features "Good Luck Chuck" with Jessica Alba and "Dan In Real Life" with Steve Carell.
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