SILVER — Showtime/The Franchise—Fan Cave Catch, OMD US
Showtime launched a new baseball show called The Franchise: A Season with the San Francisco Giants during the slow summer TV season. The goal was to drive tune-in and build social awareness.
Research shows the power of connection: people heard about and chose new shows after listening to a friend. Showtime partnered with Major League Baseball’s Fan Cave to create an exclusive check-in process with Foursquare to dispense an official MLB baseball (some autographed by Giants legend Will Mays) from a digital out-of-home unit. When fans arrived at the Fan Cave, their phones’ geo location device signaled the unit to dispense a baseball.