In 2004, MLB and Columbia Pictures had big plans for the boldest promotion activation that baseball had ever seen. The plan was to run a 6”x6” Spiderman 2 logo on first, second, and third base for the Interleague games running for all of 3 days (June 11-13).
That story never happened. MLB pulled back from the promo after hearing outcries from purists.
Four years later, the idea of promoting a movie along with baseball is alive and well, if only for the fact that the promotion is less intrusive: it’s not on the field of play.
This time around it’s Paramount Pictures and MLB working together on the promotion of the May 22nd release of Indiana Jones and the Kingdom of the Crystal Skull (maybe for this one, the title was too long to fit on the bases?).
MLBAM, through MLB.com, has worked to place Harrison Ford’s image on every schedule matching the street date for the upcoming flick, May 22nd (see the Red Sox schedule for an example ).
But, the image on the schedules is only a small part of the campaign.
MLB.com is running the Indiana Jones Legends Sweepstakes. As posted on the sweepstake’s page, “Win a trip for two to see your favorite baseball hero including game tickets, airfare and hotel.” They then add in, “The lucky winner will also win two tickets to see the new movie Indiana Jones and the Kingdom of the Crystal Skull in theaters May 22nd.”
The promotion with Paramount was launched this past Friday, the 2nd and runs through May 25th according to MLBAM spokesman Matthew Gould.
More details are coming on this as I hear back from Gould on Tuesday. Interested in hearing about how television, and other activities might play into the promo leading up to the 22nd.
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